User behavior

  • 2018
    • The top 3 browsers in order are Chrome (By a massive lead), Safari, and Firefox. - Sources
  • 2017
    • 59.9% of time spent on websites in 2017 occurred on desktop, while 40.1 occurred on mobile - Stone Temple Consulting
  • 2014
    • 88% Of Consumers Trust Online Reviews As Much As Personal Recommendations - BrightLocal (2014)

  • 33% of online shoppers will head to a competitors site due to a negative mobile experience. 30% will never return. - Harris Interactive Survey

Mobile Websites

  • 2017
    • 79% of global internet use is projected to be Mobile devices by the end of 2018 - Zenith
    • 89% of people are likely to recommend a brand after a positive brand experience on mobile - Google
    • 78% of mobile brand experiences are described as positive - Google
    • 54% of all mobile brand experiences are image- or video-based - Google
    • 42% of all mobile brand experiences involve search - Google
    • 2X morebrand experiences happen on mobile than anywhere else, including TV, in-store, etc. - Google
    • The top 3 most common positive descriptors of mobile brand experiences were: easy, helpful, and convenient - Google
    • The top 3 most common negative descriptors of mobile brand experiences were: neutral, interruptive, and predictive - Google
    • When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future than if they have a positive experience - Google
    • 46% of the time people had an interruptive mobile experience, they said they would not purchase from that brand in the future - Google
    • Brand experiences on mobile described as "neutral" are negative drivers of purchase intent and likelihood to recommendation - Google
    • Nearly 9 out of 10 times, when people had a helpful or relevant mobile brand experience, they said they would purchase from the brand in the future - Google
      35% of people who searched on their phone spent more than they expected in the store - Google
    • People who click on a Google search ad before heading into a store spend over 10% more, on average - Google
    • What consumers described as "helpful" interactions with brands on mobile are 1.5X as likely to lead them to purchase as well as recommend that brand, compared to interactions they don't find helpful. - Google
  • 2016
  • 2015
    • 57% of customers would not recommend a site with a poor mobile interface. - Socweb / Formstack
  • 2014
    • 50% of mobile local searches result in an in-person visit within 1 day - Google
  • 2012
    • 61% of users are unlikely to return to a site on mobile if they had trouble accessing it and 40% visit a competitor’s site instead - Google
  • 2011
    • 88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours - Google (2011)
  • 58% of search queries are from Mobile devices - Hitwise
  • 50% of local mobile searches are for business name, address, phone number information - Google
  • 78% of mobile searches for local businesses lead to a future purchase from that business. - comScore

Speed

  • The average time it takes to fully load a mobile landing page is 22 seconds - Google Research, Webpagetest.org
  • Mobile conversion rates are lower than desktop - Google
  • 70% of the 900,000 ad landing pages Google analyzed took nearly 7 seconds for the visual content above the fold to display on the screen, and more than 10 seconds to fully load everything. - Google
  • 70% of the 900,000 ad landing pages Google analyzed were over 1MB. - Google
  • 36% of the 900,000 ad landing pages Google analyzed were over 2MB. - Google
  • 12% of the 900,000 ad landing pages Google analyzed were over 4MB. - Google
  • 75% of mobile sites take 10+ seconds to load. (3G Connections) - Google
  • 53% of mobile site visitors leave after 3 seconds of load time.- Google
  • 2x more more mobile ad revenue for sites that load in 5 seconds vs 19 seconds.- Google

  • A 1 second delay in page response can result in a 7% reduction in conversions.

  • A 1 second delay (or 3 seconds of waiting) decreases customer satisfaction by about 16%

  • If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost $2.5 million in lost sales every year.

  • Google themselves aim for 0.5 second server response time for their own websites - Google

  • Studies by Akamai claim 2 seconds as the threshold for ecommerce site "acceptability." - Akamai