internet users are growing more demanding and less forgiving, expecting Web sites and apps to perform faster than they did just three years ago.
This is among the findings of a consumer survey from Apica, that sounds a clear call to action for organisations around the world.
Apica conducted the survey among internet users in the UK, US and Sweden, to investigate changing attitudes towards a brand’s digital performance.
The survey of 2 250 consumers reveals that nearly 40% of us won’t wait more than ten seconds for a web site to respond before navigating away.
One in nine users (11%) won’t even give a site five seconds before moving onto another web site.
The survey also found that digital disappointment affects brand loyalty, with 60% of consumers likely to be less loyal towards a brand if they experience poor website or app performance.
Meanwhile, 10% of participants said they would never return to an offending brand for goods or services.
Swedes are least loyal towards a brand that lets them down online, with 73% likely to turn to competitors.
Carmen Carey, CEO of Apica, says: “These results demonstrate that digital consumers have limited patience for slow performance or delays. There is clearly a general expectation that sites and apps will perform faster and better, particularly with the advent of born digital organisations.