Average Website Page Load Times

Average Page Load Times for 2018 – How does yours compare?
February 25, 2018

With 2018 just around the corner it’s time to be aware of how your site performance compares to the standards of the new year. Each year the average size of a website goes up, but so does the browser’s ability to render it quicker. Does that mean that your site is faster or slower than the average site speed in 2018?

It actually depends on your industry and location, but for each we’ll consider the following:

What are the new average page load times?
What’s the typical size of a webpage you should aim to be under?
How many resources does the standard page load?
What’s the average server delay, measure in time to first byte?

Once you find your target measurements below, we’ll then cover how you can test your site to see how you compare with the standard in 2018.
This year is all about mobile

Actually, the last few years have all been about mobile. While desktop has and always will be important, take a look at how mobile use has grown over the last years:

After 2014 mobile usage has taken over desktop use, so it’s now the 4th year where we need to continue to focus on mobile first.

Earlier this year Google released some research in which they concluded:

The average time it takes to fully load the average mobile landing page is 22 seconds. However, research also indicates 53% of people will leave a mobile page if it takes longer than 3 seconds to load.

How can that be? The key above is the word ‘fully.’ Most mobile pages have tons of extra scripts, tracking code, and ads that continue to load after you think the page has loaded. If you think that doesn’t affect you because you’re still using the site, consider the power it’s pulling from your battery and cell data usage.

The following stats are consolidated from that Google report, which focuses on mobile landing page experiences.
What is the average load time?

For this we’re going to consider the average perceived load time, more specifically the ‘speed index’, which measures how long until most of what you can see within your browser screen is loaded.
Industry United States United Kingdom Germany Japan
Automotive 9.5 sec 12.3 sec 11.0 sec 10.3 sec
Business & Industrial Markets 8.7 sec 8.3 sec 8.2 sec 8.1 sec
Classifieds & Local 7.9 sec 8.3 sec 7.0 sec 8.3 sec
Finance 8.3 sec 8.0 sec 8.6 sec 7.6 sec
Media & Entertainment 9 sec 8.8 sec 7.6 sec 8.4 sec
Retail 9.8 sec 10.3 sec 10.3 sec 8.3 sec
Technology 11.3 sec 10.6 sec 8.8 sec 10sec
Travel 10.1 sec 10.9 sec 7.1 sec 8.2 sec

Pick your industry in addition to location and find your industry standard loading time to see if you should improve your website speed.

While the average of the values in the table is 8.66 sec, the recommendation for 2018 is to be under 3 seconds.
What is the average webpage size?

There’s no denying that direct correlation between site speed and site weight. Here we can see the typical download 0f the entire page (including images, scripts, and external files) measured in megabytes.
Industry United State United Kingdom Germany Japan
Automotive 2.1 MB 2.6 MB 2.6 MB 2.5 MB
Business & Industrial Markets 1.6 MB 1.8 MB 1.5 MB 1.8 MB
Classifieds & Local 1.6 MB 1.6 MB 1.2 MB 2.1 MB
Finance 1.3 MB 1.3 MB 1.3 MB 1.7 MB
Media & Entertainment 1.9 MB 1.7 MB 1.4 MB 2.5 MB
Retail 2.1 MB 2.2 MB 2 MB 2.6 MB
Technology 2.3 MB 1.9 MB 1.7 MB 2.7 MB
Travel 2 MB 1.8 MB 1 MB 1.8 MB

Pick your industry in addition to location and find your industry standard page size to see if you should optimize the file sizes on your site.

While the average of the values in the table is 1.88 MB, the recommendation for 2018 is to be under 500 KB.
What is the average number of resources?

The resource count is the number of files the browser has to download just to render your page. In addition to the html file, the images, css, scripts, and other files usually add up to a larger number than you’d expect. Each one of these issues a request from your computer to the server, placing strain on both ends.
Industry United State United Kingdom Germany Japan
Automotive 119 111 101 168
Business & Industrial Markets 83 83 78 226
Classifieds & Local 78 86 75 144
Finance 84 81 74 163
Media & Entertainment 95 73 74 129
Retail 129 122 177 154
Technology 140 113 100 162
Travel 105 119 72 182

Pick your industry in addition to location and find your industry standard request count size to see if you should eliminate or combine resources on your pages.

While the average of the values in the table is 115.6, the recommendation for 2018 is to be under 50.
What is the average server delay?

Aside from page loading time, TTFB (Time to first byte) also plays an important role in your SEO rankings, as revealed in the Moz event analysis in 2013

We found a clear correlation between a faster time to first byte (TTFB) and a higher search engine rank. While it could not be outright proven that decreasing TTFB directly caused an increasing search rank, there was enough of a correlation to at least warrant some further discussion of the topic.”

Industry United State United Kingdom Germany Japan
Automotive 2 sec 2.3 sec 2.2 sec 1.8 sec
Business & Industrial Markets 2.7 sec 2.0 sec 2.2 sec 1.9 sec
Classifieds & Local 2.2 sec 2.2 sec 2.2 sec 1.8 sec
Finance 2.4 sec 2.1 sec 2.7 sec 1.5 sec
Media & Entertainment 1.8 sec 2.5 sec 2.2 sec 1.8 sec
Retail 1.9 sec 1.9 sec 2.3 sec 1.7 sec
Technology 2.1 sec 2.1 sec 2.8 sec 1.6 sec
Travel 2.2 sec 2.4 sec 2.7 sec 1.6 sec

Pick your industry in addition to location and find your industry standard request count size to see if you should eliminate or combine resources on your pages.

While the average of the values in the table is 2.11 sec, the recommendation for 2018 is to be under 1.3 seconds.
How to compare with your site load time/size/resources?

Now that you know the ideal page load time, size, requests, and ttfb that you should be aiming for, how do you know what yours is?

Luckily there are a few great simple site speed tools out there:

WebPageTest: The industry standard for measuring site performance – results are collected from real browsers running common operating systems.
Pingdom: a simple tool which makes makes the same measurements, yet method of testing is undocumented.
GTmetrix: gives you actionable insights about the best way to optimize your webpage speed.

Any of these tools will give you the numbers you’re looking for, once. Go ahead and enter your url to see your custom values.

It’s good practice to continue checking your stats over time – since your website (and the internet) is constantly changing. If you don’t want to have to set reminders, consider these tools which will automate testing your site daily and send you the results:

MachMetrics: professional site speed monitoring – schedules tests for your urls from various regions and devices and summarizes the results.
SpeedCurve: monitor front-end performance

Make sure you’re better than the industry standard

If you know that you’re better than the industry standard load times for 2018, then you’re going to be better than most of your competitors. And we all know that’s super important – a one second delay in webpage time equals a 7% reduction in conversions, 11% fewer page views and 16% reduction in customer satisfaction.

I know what my news years resolution for 2018 is going to be: a faster website!

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