The Impact of Network Speed on Emotional Engagement and Brand Perception.
New research revealing that
network speed deeply impacts consumers at every phase of the transaction
process.
With this finding, everyone is
unanimous: network speed deeply impacts consumers at every phase of the
transaction process particularly users of mobile devices. Connectikpeople.co
has captured a Radware
Study which shows strong correlation between slow network speed and brand
perception.
In fact, in order to accurately assess consumers’ neurological and
emotional reactions to slow load times, Connectikpeople.co observes that, the study
was conducted using a set of methodologies: electroencephalography (EEG) and
eyetracking technologies combined with Implicit Response Testing, to examine
how, on a moment-by-moment basis, positive and negative emotions are triggered.
Using specialized software, researchers slowed down the network speed on mobile
devices and compared the experience to a standard wireless connection. The test
was designed and conducted by a team of global specialists from Seren, Neurosense,
and NeuroStrata. Slow-loading sites were tested using the latest consumer
neuroscience techniques to elicit response patterns and emotional engagement at
a non-conscious level.
Key findings from the study include:
- Slow connection speeds are likely to lead to higher levels of frustration and lower levels of emotional engagement. Browsing is twice as likely as the checkout to be frustrating when slow.
- The negative impact of slow network speed is not restricted to just the immediate customer frustration and loss of business through the site , it deeply impacts the long-term brand perception of the retailer, making potential customers less likely to return.
- Slow performance affected non-performance issues such as quality of content, visual design, and ease of navigation.
- The brand damage inflicted by slow sites and poor user experience can translate directly to negative impact on purchase intent across other channels and touch points.
For the complete version of “Mobile Web Stress: The Impact of Network Speed
on Emotional Engagement and Brand Perception” along with video interviews of
Tammy Everts discussing web performance and its challenges, visit: http://www.radware.com/mobile-eeg2013/.
About Radware
Radware® (NASDAQ:
RDWR), is a global leader of application
delivery and application
security solutions for virtual and cloud data centers.
Its award-winning solutions portfolio delivers full resilience for
business-critical applications, maximum IT efficiency, and complete business
agility. Radware's solutions empower more than 10,000 enterprise and carrier
customers worldwide to adapt to market challenges quickly, maintain business
continuity and achieve maximum productivity while keeping costs down. For more
information, please visit www.radware.com.
