Users will navigate away from your website when it takes more than 4 seconds to load. This is a very bold statement that I read somewhere online not too long ago. Although I have little doubts that this is true in some countries, the user’s patience is highly affected by culture, age, demographics and the expectation of the user.
Although I would love to see and read a study that shows these statistics by demographic, an early study by Miller in 1968 gave basic advice on system response times, which are still the recommendation today:
Note that these recommended system response times have not changed in more than 45 years.
The most important time-frame any developer and UX designer should remember is 1 minute. A simple task can never take more than 1 minute to complete, or the user will use another system that can accomplish the same task within that time-frame. Note that we are not talking about the system response time now. A simple task can be considered something as simple as registering as a user or perhaps transferring funds from one bank account to another.
How about you? Is 1 minute too long or just right for you?