Radware® reveals findings from its report entitled “Mobile Web Stress: The Impact of Network Speed on Emotional Engagement and Brand Perception', that network speed plays a major role in consumer's online satisfaction especially on mobile devices. The report also shows that even moderately slower connection speeds result in significant increases in user frustration and decreases in engagement.
Radware®, a leading provider of application delivery and application security solutions for virtual and cloud data centers, conducted test using a set of methodologies, including electroencephalography (EEG) and eyetracking technologies combined with Implicit Response Testing. These tests examines positive and negative emotions triggers which take place every second. Using specialized software, researchers slowed down the network speed on mobile devices and compared the experience to a standard wireless connection.
“Our study proves that brand perception is based on more than a powerful logo or smart marketing strategy,” said Tammy Everts, web performance evangelist, Radware. “A consumer’s online shopping experience greatly affects their feelings about a retailer, and because these feeling are happening at a non-conscious, pre-cognitive level, they are beyond the control of site owners. A slow site and poor user interface can be detrimental – potentially negating other, more expensive, branding efforts.” “These findings should be a huge red flag for retail brand managers, especially as mobile is at the point of overtaking desktop in terms of user share,” added Everts. “More than ever, people are browsing and buying on mobile, and slow pages are one of the top issues that mobile users complain about. Fortunately, there are tools available, as well as best practices that businesses can implement today to help alleviate this high risk. These include implementing an automated web performance solution and ensuring that you are testing your site on a variety of devices, browsers and real-world connection speeds.” Read More ''Retailers Beware: Radware Study Reveals Strong Correlation Between Slow Network Speed and Brand Perception'
