Slow loading webpages lose shoppers in just 10 seconds, with nearly half (47 per cent) not being prepared to wait for more than that amount of time before giving up on a purchase, according to a new report.

Web testing service Tribe surveyed 2,000 UK consumers, finding that 73 per cent would abandon a purchase if they couldn’t quickly find what they were looking for online, while just under a third (31 per cent) would not tolerate a wait of more than five seconds for a webpage to load.

The report revealed that 93 per cent of shoppers were frustrated by having to ‘queue’ to get on to retailers’ websites on Black Friday, while a further 90 per cent of consumers felt that if retailers’ websites could not deal with Black Friday demand, they should not be taking part in the discounting event at all.

Tribe chief executive Deri Jones commented: “No matter how ambitious or straightforward your website experiences may be, performance is critical and needs to be robust enough to deliver quick and seamless customer experience, and can deal with the volume of visitors during trading peaks and demand surges throughout the year.”

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