Why Focus on Speed and Performance?
In the non-smartphone era, the behaviour, technology, and environment of people accessing the internet were very different from that of today. Generally, people would jump on the internet a few times a day in their home or at work, on a desktop machine that had a large display, keyboard, and mouse, on a stable connection and for long periods at a time. As a brand, you had time to engage with your audience. Fast forward to the present day and accessing the internet isn’t as much of an occasion anymore, or predictable. We do so from anywhere at any time on a smart, mobile device, with unstable connections that can jump from 4G to nothing in no time, for short sporadic bursts up to 90 times a day, on smaller screens, and use our thumb to interact with what we see. Now, brands have mere seconds to engage with their audience.
All of this has not only changed our behaviour physically, in how we input information and navigate the web, but also our mental behaviour. Remember something loading on a 56k modem? We were happy to wait. Now if something doesn’t load in a few seconds or doesn’t respond instantly if we interact with it, we’re frustrated and stressed by it, gone, and unlikely to be seen again.
We have become incredibly impatient.