Consumers worldwide are spending more time online and are quick to avoid websites that provide poor user experiences or have had security breaches, according to the latest State of the User Experience research report from digital content delivery specialist Limelight Networks. The annual global report, which highlights consumer online behaviours and expectations, found major increases in time spent online and the impact of online experiences on customer loyalty.
The report reveals that UK consumers spend the greatest time online, with more than 56 per cent of people spending at least 15 hours a week online outside of work. Globally, the number of consumers who spend at least 15 hours a week online outside of work has increased by 64 per cent compared to last year. In the UK, laptops are the primary device used to access online content followed by smartphones, with 45 per cent of consumers expecting fast web performance regardless of what device they are using.
Poor experiences frequently lead to lost sales. 42 per cent of UK consumers surveyed said they will not wait more than 5 seconds for a web page to load, and nearly a third would move to a different site to make a purchase if a website was too slow. Globally, more than 12 per cent of consumers surveyed will not re-visit a website after previously experiencing slow performance – double the number from last year’s survey.
UK consumers also want to know their information is being safeguarded online. More than 75 per cent have a more negative opinion of a brand after it has experienced a security breach, with 30 per cent saying they will not shop at a website that has been the victim of a cyber-attack.
“In today’s crowded market, brands can’t risk delivering a poor online experience to their customers,” said Michael Milligan, Senior Director at Limelight Networks. “Security breaches, slow performance and other elements of an inefficient online experience impact a shopper’s actions and have long-lasting effects on brand reputation and customer retention.”
Additional insights from the report show:
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