With 2017 coming to a close, an historic year for data breaches, hackers and DDoS attacks, retailers need pay attention to the effects of poor security standards on brand perception and sales—particularly in a time when everyone is glued to their cellphones.
Limelight Networks’ 2017 “State of User Experience” research report highlights the latest findings about people’s online behavior and what constitutes a successful online experience. And on the flip side, how slow-loading websites and sites that have had cybersecurity breaches have a hard time winning back consumers.
40% of consumers globally avoid websites that have had #cybersecurity breaches. Full #research report on consumers online behaviors and expectations is here https://t.co/3xSMgxbJOb
— Limelight Networks (@llnw) November 20, 2017
Highlights include:
• People 18-35 spend more time online watching video than any other online activity, while those 36-60 spend more time visiting social media sites and for those over 60, the top online activity is reading the news.
• Worldwide, smartphones are the preferred device for accessing online content by people 45 and younger, while those over 45 prefer laptop computers.
• The ability to easily search and find items on a website is the most important factor in deciding to make a purchase from a website.
• Most consumers would recommend a brand based on a positive experience with a company’s website—particularly people between the ages of 18 and 35.
• Nearly half of the population won’t wait more than five seconds for a web page to load and more than 43% of people will leave a website and purchase a product elsewhere if they feel the site is too slow.
• Most people expect web performance on mobile devices to be equally fast as on smartphones, laptops, and desktop computers.
• The number of people who don’t return to a slow website has more than doubled in the last year.
• Learning that a brand has experienced an online security breach negatively impacts brand perception for three-quarters of consumers.
• More than 40% of consumers will not make online transactions on a website that has previously suffered an online security breach.
The report was based on consumer responses in France, India, Japan, Philippines, South Korea, the U.K. and the U.S., with people who spend five or more hours online each week outside of work or school.
Of the $682 billion in expected holiday spending this year (according to the NRF), more than $170 billion will not be accessible to retailers who have experienced a breach.
Additional insights from “State of User Experience” include:
• Over half (54%) of U.S. consumers spend more than 15 hours a week online, outside of work
• U.S. consumers spend the most time each week on social media sites (4 hrs, 44 mins), followed by watching videos (4 hrs, 12 mins) and reading the news (3 hrs, 24 mins)
• Online shopping/ browsing for products was fourth on the list at 3 hrs, 22 mins. evidence a retail presence on social is critical to ecommerce success.
As for positive experiences, more than 80% of U.S. consumers will recommend a brand based on a positive experience with the company’s website with easy search the most important element of the shopping experience.
Recommendations from for how brands can maximize revenue and customer satisfaction include:
• Optimize for mobile
• Make it easy for customers to find items
• Deliver the fastest online performance possible
• Implement cloud-based security solutions.
The biggest takeaway from the report: retailers lacking in strong cybersecurity strategies are virtually giving away money to their competitors.
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