The need for mobile speed

Today, people have high expectations for mobile experiences. Simply loading on a mobile device is no longer enough. To keep people engaged, mobile sites must be fast and relevant.

Unfortunately, based on our analysis of 10,000+ mobile web domains, we found that most mobile sites don’t meet this bar:

The average load time for mobile sites is 19 seconds over 3G connections.1 That’s about as long as it takes to sing the entire alphabet song!2

Slow loading sites frustrate users and negatively impact publishers. In our new study, “The Need for Mobile Speed”, we found that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load.3

Additionally, sites that load in 5 seconds vs 19 seconds observed:

  • 25% higher ad viewability4
  • 70% longer average sessions5
  • 35% lower bounce rates6

The study also explored the relationship between page speed and revenue. While there are several factors that impact revenue, our model projects that publishers whose mobile sites load in 5 seconds earn up to 2x more mobile ad revenue than those whose sites load in 19 seconds. 7

To learn more about what we found — and for some actionable tips on how you can improve your mobile site’s performance, check out our report below.