Google’s latest study, The Need for Mobile Speed, found 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load. One out of two people expect a page to load in less than 2 seconds. The data is based on analysis of more than 10,000 mobile Web domains.
The average load time for mobile sites is 19 seconds when running on 3G connections. On 4G networks the average time is 14 seconds.
Sites that load in 5 seconds versus 19 seconds observed 25% higher ad viewability, 70% longer average sessions, and 35% lower bounce rates.
The study also analyzes the relationship between page speed and revenue. While there are several factors that impact revenue, the model projects that publishers whose mobile sites load in 5 seconds earn up to 2 times more mobile ad revenue than those whose sites load in 19 seconds.