A comparison of mobile speed metrics from 2017 to 2018 indicates that websites are less mobile-friendly today than they were a year ago. This trend is concerning for the Internet but could be advantageous for you.
HTTPArchive is a sister project of Archive.org, capturing snapshots and performance statistics of various websites.
Responsive is Not Always Mobile Friendly
Google has advised web publishers about their mobile-friendly index, prompting a rush to enhance mobile responsiveness. Despite many sites appearing responsive on mobile devices, data reveals that they are less mobile-friendly than expected.
First Contentful Paint
The First Contentful Paint metric measures the time it takes for the main content of a page to be visible to users. According to HTTPArchive, the median time for mobile site usability is 5.9 seconds, marking a 22.9% increase.
Time to Consistently Interactive
This metric assesses the duration from when a page is accessed until it is fully usable. On average, it takes 14.6 seconds, a 20.7% rise from 2017. These delays deter visitors, as prolonged download times often lead them to abandon pages.
Why are Mobile-Friendly Sites Less Mobile Friendly?
The data provides some insights:
- JavaScript Weight: Increased by 50.1%.
- CSS Weight: Increased by 36.8%.
- HTML Weight: Increased by 117.5%.
- Font Weight: Increased by 18.3%.
- Image Weight: Increased by 13.9%.
Every significant metric indicates that web pages are less mobile-friendly in 2018 than in 2017. This situation could present an opportunity for you.
Why These Metrics Matter
Google’s research suggests that faster-loading sites (within 5 seconds) experience 70% longer sessions, 35% lower bounce rates, and 25% higher ad viewability compared to sites loading in 19 seconds.
The speed of a site also influences earnings and sales. Google’s data highlights that:
"Slow sites negatively impact revenue, while faster sites contribute positively. For instance, Mobify saw a 1.11% increase in session-based conversion, translating to an annual revenue boost of nearly $380,000 with a 100ms reduction in homepage load time. Similarly, a 100ms decrease in checkout page load time resulted in a 1.55% conversion increase, equating to an annual revenue growth of nearly $530,000."
Takeaway: Poor Performing Competition Can be Your Strength
Analyzing competitor weaknesses and turning them into your strengths is a key strategy in competition analysis. Enhancing your page speed can boost sales and potentially improve your rankings, beneficial for any business size.
Resources to Help Improve Earnings and Speed Metrics
- Explore strategies to optimize site readiness for Google’s mobile-first index.
- Access Google’s updated resources on mobile friendliness.
- Engage in a free online course about mobile friendliness linked from Google’s support page.
Images by Shutterstock, Modified by Author
Image Graphs by HTTPArchive.org, Modified by Author
