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Immediate gratification: It’s not just for toddlers anymore. Mobile has trained all of us to expect to get what we want, in the moment we want it. We expect brands to be there in those micro-moments when we are looking for local businesses, researching a product, or looking for instructions. In fact, 60% of online users say that thanks to online research, they make purchase decisions more quickly now than they did a few years ago. For brands, these micro-moments are crucial, and they happen in a split second.
When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (that is, they can't find information or it's too slow). In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information....
Be fast, be short and be mobile for success.