Do not revisit websites with poor service quality or security breaches

Limelight Networks released the '2017 State of the User Experience' survey report.

The '2017 Report on Online Service Usage' surveyed users in Korea, the United Kingdom, the United States, France, India, Japan, and the Philippines. According to the report, the amount of time consumers worldwide spend online is gradually increasing, and it was revealed that consumers do not revisit websites with poor user service quality or those that have experienced security breaches.

This annual report explains in detail consumers' online behavior and expectations, as well as the rapid increase in their online access time and the impact of online services on customer loyalty.

Globally, more than 45% of consumers spend at least 15 hours a week online outside of work. This is a 64% increase from last year. Smartphones are the primary device for accessing online content, and more than half of consumers worldwide (56%) expect fast web performance regardless of the device used.

Low-quality service leads to a decline in sales. About half (49%) of the global consumers surveyed said they would not wait more than 5 seconds for a webpage to load, and 43% said they would go to another site to make a purchase if a website was too slow. More than 12% of consumers surveyed said they would not revisit a website if they had previously experienced slow performance. This figure is double that of last year.

In particular, website visitors in India and Korea were found to be the least patient with slow website loading. Only one-third of respondents said they were willing to wait more than five seconds for a page to load before leaving a website. This contrasts with 64.4% of French consumers, who said they were willing to wait more than five seconds.

In addition, consumers want to ensure that their information is protected online. After a brand suffered a security breach, more than 75% of consumers developed a negative opinion of the brand, and 40% responded that they would not make purchases from websites that were subjected to cyberattacks.

In particular, Korean consumers were the least likely to continue online purchases on websites that had previously been compromised. 54.6% of Korean respondents said they would stop making online purchases on compromised websites.