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Website Load Time Statistics

Last updated 23rd Sep 2022

Website load times are an important aspect of performance that determines whether visitors stay or leave out of frustration. As technology progresses website loading times have improved. That’s because websites have become more optimized and bandwidth speeds worldwide are generally improving. However, there is still a lot of room for growth as audiences are becoming less patient.

On this page, we will explore the website load time statistics that highlight the quality of the web browsing experience in 2022. We will break the statistics down into several categories to help you find the ones that you want to learn about first. Also, don’t skip the FAQ section at the end to find out the commonly asked questions surrounding this topic.

Top 10 Websites Load Time Statistics and Facts of 2022

  • The average website loading speed is 10.3 seconds

  • Each webpage has around 50 elements to load on average

  • 64% of consumers not happy with the experience will buy from elsewhere next time

  • 82% of New Yorkers vs 60% of Californians view website speed as important

  • It takes 15.3 seconds for the average mobile webpage to load

  • It takes more than 3 seconds for 53% of mobile webpages to load

  • Walmart experienced an increase in 1% revenue for every boost of 100ms download speed

  • Technology-based websites take 11.3 seconds to load

  • Finance-based websites take 8.3 seconds to load

  • 77% of mobile shoppers would purchase from faster websites

General Website Load Time Statistics

This section highlights the general statistics that showcase the state of website loading times. These stats provide some objective data that will allow you to leave misconceptions behind and get a better idea of internet-based technologies.

10.3 seconds is the average time of a webpage loading speed

This might sound like a long time and not reflective of your daily experience, but you have to consider that this is a worldwide statistic. In some countries, the low bandwidth capacity of internet connections means that it takes significantly longer to download web pages.

Note that this figure is for downloading all digital assets of a webpage. In some cases, the webpage might be ready for viewing before the final elements are downloaded.

Source: Backlinko

Around 50% of people would swap video and animation for faster loading times

This shows that many people are more interested in faster loading times and the latest flashy technology. If text is enough to serve the purpose of a webpage, then visitors are happy to forgo animations and video.

However, it depends on the viewer. In some countries, internet speeds are so fast that people are used to quick page downloads and high doses of multimedia. However, according to WordPress statistics, the barrier to high-speed internet is decreasing.

Source: Unbounce

On average, less than 50-page elements are required to load a page

Web pages that are complicated require many page elements to load, which increases the amount of time taken to download the data. Therefore, webmasters need to stick to around 50-page elements or less to have optimal loading speeds.

Many website visitors would prefer a minimalist web page that loads faster instead of a slow page with a lot of clutter. Making changes to a website and paying attention to the analytics allows the sweet spot to be hit.

Source: Google

10% of web pages can reduce 1MB and 25% can reduce 250KB when compressing images and text

The web page size is one of the biggest factors that contribute to the loading speed. Therefore, it makes sense to use any means necessary to reduce the file size of the web pages. Compression is a technique that makes the file size smaller.

Therefore, it’s possible to reduce file size without compromising the quality of a webpage. Many websites are not using the best compression strategies and this statistic reveals that.

Source: Google

Speed is a vital factor in making a purchase for 60% of Californians compared with 82% of New Yorkers

This statistic indicates that New Yorkers have less patience when buying goods online and demand faster internet speed. This could be a cultural difference since arguably the pace of life is faster in New York compared to California.

This data might help webmasters segment the file sizes of websites based on the audience. For instance, media-heavy files will be more viable with Californians that are willing to put up with slower loading speeds.

Source: Unbounce

$18 billion is lost annually because of abandoned shopping carts

E-commerce stores lose a lot of money each year because digital shopping carts are left before the checkout process has finished. There are many reasons for these abandoned shopping carts, but a portion of them will be because of slow loading speeds.

Frustrated customers that cannot finish the checkout process will simply leave and buy their goods from a competitor. Therefore, it helps to have the fewest number of steps to complete checkout and reduce the file sizes of those pages.

An e-commerce platform example is Wix. The platform is used by 332,000 e-commerce websites thanks to providing the infrastructure for all of these websites that "need to have a smooth checkout process and fast page loading speeds, ensuring users don’t leave out of frustration".

Source: Web Tribunal

64% of online shoppers that are not happy with the experience will go elsewhere next time

This statistic indicates that websites have one chance to impress customers with the online shopping experience, or they might lose them forever. There is a lot of competition online in most industries, which means websites have to get it right, and loading speeds are a big factor in the online shopping experience.

Websites that experience a low return of regular customers should use questionnaires and other data gathering sources to figure out why customers are not coming back.

Source: LoadStorm

Mobile Website Load Time Statistics

Now let’s turn our attention to the mobile device loading times. These will naturally differ from desktops because mobile devices generally have lower bandwidth capacity. Also, mobile plans have a limited capacity which plays a part in how people use the internet and what web page elements are provided for mobile audiences.

In the US, 79% of online time is on mobile devices

This indicates the majority of internet usage in the US is on mobile devices. This will affect the general webpage loading time statistics. It also means that webmasters need to focus on optimizing for mobile devices.

This means having minimalist user interfaces with a lack of page elements requires a lot of bandwidth to download. Viewers with limited monthly bandwidth allocation will not want to browse media heavy web pages.

Source: Statista

15.3 seconds is the average loading time of mobile web pages

This is a relatively long loading time and there is room for improvement. It means that companies who can cut the loading time in half will see more customers compared with competitors.

Users have little penitence to wait a long time for pages to load, which means there are many opportunities to leave the checkout process. The long loading time is a global figure and includes countries where mobile internet speeds are slow.

Source: Google Research

Most mobile sites are still too slow and bloated because of too many page elements

This statistic was taken in 2018, but it still applies today. The majority of mobile-based traffic is now on 4G networks instead of 3G, but the limiting factor for speed is the web pages themselves. Even with 5G speeds, some webpages cannot load much faster since they are not optimized.

Webmasters that insist on having a lot of page elements can somewhat reduce the problem by cleaning up the code. This means optimizing coding to ensure that web browsers can read it easier.

Source: Google

53% of mobile users leave a webpage if it takes more than 3 seconds to load

Around 3 seconds seems to be the point at which more than half of mobile users decide the page is too slow to load. Therefore, webmasters need to ensure that most webpages on their websites load faster than 3 seconds. However, achieving even faster-loading speeds results in lower bounce rates.

Each website should keep an eye on its statistics to determine the ideal webpage loading times. Some industries and website types might get away with longer times and analytics can paint a picture of what’s going on.

Source: Akamai

On average it takes 87.84% for a mobile based webpage to load than a desktop one

This is a telling statistic that indicates the difference between mobile and desktop-based loading speeds. Mobile pages should be smaller and contain fewer page elements.

However, mobile devices usually have a slower bandwidth connection compared to desktops. Ultimately the connection speed is the determining factor for how fast a web page will load regardless of the device. Also, many smartphones use spotty public Wi-Fi connections which adds to this statistic.

Source: Backlinko

77% of mobile shoppers would purchase from a website if it allowed for quick transactions

Part of the appeal of mobile shopping is the ability to conveniently make purchases while on the move. This means mobile shoppers do not want to spend hours browsing on their devices. Speed and ease of use are the top-selling points of mobile online shopping.

Therefore, websites with fast loading speeds are going to impress mobile consumers. Speed should be one of the top factors in assessing the quality of a website.

Source: Think With Google

Importance of Website Load Time Statistics

The website load speed is an important metric for measuring overall success. It plays a big role in ensuring that a website does not have a high bounce rate or low conversion rates. This section looks at a few statistics that showcase the importance of fast loading speeds.

The first 5 seconds of webpage load times can make or break conversion rates

This statistic highlights the fact that many users are not willing to wait longer than 5 seconds for a web page to load. Therefore, landing pages with loading speeds in excess of 5 seconds run the risk of poor conversions.

This can result in marketing campaigns that become unprofitable – simply because people are clicking on an ad and then leaving out of frustration. Poorly designed websites also reflect badly on the brand.

Source: Portent

Each additional second of loading time reduces the conversion rate by 4.42%

Some businesses that have high annual revenue numbers can see massive increases in earnings from increasing the conversions rate by just 1%. Therefore, this statistic indicates the importance of reducing the loading time to boost conversion rates and profitability.

Keep in mind that these figures are averages and can vary widely across industries. In markets where there is a lot of choice, customers will flock to the best performing websites. However, they might be willing to put up with slow websites if there is a lack of choice.

Source: Portent

70% of online shoppers share that the webpage loading speed impacts their likelihood to buy

Most online shoppers are used to fast loading times. Think about the average amount of time that it takes to execute a Google search. In most cases, it is just a few seconds or less.

Therefore, digital buyers expect a fast online buying experience – especially if they need to browse through many pages and compare several products. When website speeds drop, then consumers start to consider shopping elsewhere for a faster experience. After all, people love to shop online to save time.

Source: Unbounce

Website page loading times of 0-2 seconds lead to the highest converting pages

Web pages that are faster to load will convert at a much higher rate. Therefore, businesses should pay attention to their loading speed using analytics software. When they notice slow pages, then fixing those speeds can be more important than coming up with the latest offer.

However, it is not possible to achieve instant loading times for all pages. Sometimes it is a balance of providing a media-rich page to impress audiences and getting faster loading speeds.

Source: Portent

The biggest reason why online shoppers bounce from a mobile page is latency

This indicates that a website can have the latest technology, captivating copywriting, and eye-catching graphics, but if the latency is too high then visitors will leave anyway. Some latency is expected by consumers – after all, time is required to download the webpage elements.

However, a balance must be achieved between the quality of a webpage and the amount of time it takes for the information to be downloaded. Webmasters need to find the sweet spot using analytics.

Source: Deloitte

Revelry, an online store increased its webpage loading speeds by 43% and saw a 30% increase in conversion with an 8% bounce rate decrease

This case study is an excellent example of what can happen when you make drastic changes to the website loading speed. The amount of money and resources spent to reduce the loading speed will make up for it in the form of more sales.

Furthermore, these customers will have a better experience and are more likely to return in the future. This has a positive knock-on effect on the brand’s perception.

Source: DigitalCommerce360

For every improvement in 100ms load time, Walmart saw a 1% revenue increase

Walmart is another case study that indicates the importance of reducing webpage loading times. They are one of the biggest e-commerce stores in the world, so they have a lot of data on website usage statistics.

They have discovered that small changes to loading speed can lead to a significant effect on revenue numbers. For massive companies like Walmart, the increase in profitability is massive.

Source: Walmart Pagespeed-Slide

Website Loading Speeds Based on Industry

Now let’s dig deeper into the statistics by looking at the loading speeds of different industries. This provides a balanced overview of how loading speeds can differ widely based on what type of website is being visited.

Technology-based websites take 11.3 seconds to load

The longest websites to load online are technology-based. This could be because technology-related websites contain the most media. This includes images, videos, and more. Therefore, they naturally take a lot longer to load compared with industries where websites are mainly text orientated.

This means that consumers of technology-based websites are used to long loading speeds and might be more willing to put up with them to access the content.

Source: Think With Google

Finance websites take around 8.3 seconds to load

One of the fastest industries in terms of webpage loading speeds is finance. Speed is a big factor when souring up-to-date stock and currency conversion information. It can lead to making faster decisions when selling or buying stocks or currencies.

Therefore, finance websites are incentivized to provide faster loading times than other industries. Just a few seconds of faster loading times can provide the viewer a big edge in terms of deploying the information gained.

Source: Think With Google

Luxury websites noticed an 8% increase in time per session when load time was increased by a 10th of a second

The focus of this statistic is luxury websites, but the idea most likely holds true for other industries. When small increases in loading speed are achieved, then the positive effect on website metrics is noticeable.

This shows that you can get significant results from just a small increase in loading speeds. Also, it leads to a better customer experience and improves the perception of your brand’s quality.


Website Loading Speed Stats Bottom Line

Overall, the website load statistics on this page indicate that users want faster web page download speeds. It will lead to more sales, lower bounce rates, more customer satisfaction and an increased likelihood of repeat purchases.

Therefore, it makes sense for online businesses to prioritize a minimalist design with fewer heavy data elements as opposed to rich media. Each industry is different so in-depth data analysis is key to figure out the best approach.


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What affects the website loading speed?
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Our content quality team consulted the following expert sources to maximise the value and accuracy of this page:

  1. Backlinko
  2. Unbounce
  3. Judicary
  4. Statista
  5. Akamai
  6. Portent
  7. Deloitte
  8. DigitalCommerce360
Martynas Pupkevicius

Martynas Pupkevicius

Martynas is a seasoned freelance writer that has written on a broad range of topics over his 10 year career. He enjoys diving into the research and sharing what he's learned with readers.