Four out of five online users will click away if a video stalls while loading. As entertainment and news sites, like The New York Times Web site, offer more video clips and interactive graphics, that can slow things down.īut speed matters in every context, research shows. And Web sites constantly face trade-offs between visual richness and snappy response times. A person will be more patient waiting for a video clip to load than for a search result. The performance of Web sites varies, and so do user expectations. “Two hundred fifty milliseconds, either slower or faster, is close to the magic number now for competitive advantage on the Web,” said Harry Shum, a computer scientist and speed specialist at Microsoft.
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