Page speed isn’t just a technical detail – it decides which sites get seen, which convert, and which lose users before they even had a chance.
This page brings together the most relevant, up-to-date page speed statistics for 2025.
You’ll find the figures showing why page speed matters, how you can optimise your own, and the technical benchmarks across regions and devices.
Key page speed statistics
- 53% of users leave a page if it takes more than 3 seconds to load
- Each 0.1 second improvement in page speed boosts customer spending by 10%
- The typical desktop site in the UK takes 1.8 seconds to load
- The median desktop site is 2,652 KB large
- 53.5% of sites pass Core Web Vitals
- More than 9 in 10 sites have at least one third-party script
Why does page speed matter?
Simply put, users don’t like waiting around for a page to load. The impact of even the tiniest delay has big impacts on retention and revenue, according to the data we uncovered.
How many users give up on a slow page?
Data from Google Analytics shows that 53% of users abandon the page if it takes any longer than 3 seconds to load.
Findings from leading CDN service Akamai revealed that each 2 second delay increases bounce rates by 103%.
What’s the impact of page speed on traffic?
Analysis from Web.dev found that a 40% improvement in a site’s LCP (Largest Contentful Paint) correlated with 28% more organic traffic in one case study.
Another case study involving Pinterest showed that a 40% decrease in wait time resulted in a 15% increase in traffic.
How does page speed affect conversions?
A study from Deloitte found that a mere 0.1 second improvement in site speed, conversion rates grew by 8% for retail sites.
What is the impact of page speed on revenue?
The same Deloitte study found that a 0.1 second improvement in page speed increased customer spending by 10%.
- Web.dev found that a 31% improvement in LCP led to 8% more sales for online retailers.
- A separate case study found that a good LCP score leads to 26.09% higher revenue per visitor.
How does page speed impact retention?
A Web.dev case study into the e-commerce site Tokopedia saw a 55% improvement in LCP lead to a 23% longer average session duration.
How can page speed be optimised?
Find the numbers around the practical ways to shave off seconds and improve Core Web Vitals – and know what to fix first.
What is a good page loading speed?
The three main metrics of Core Web Vitals are divided into “Good”, “Needs improvement”, and “Poor”.
| Good | Poor | |
|---|---|---|
| LCP (Largest Contentful Paint) | 2.5 seconds or less | 4 seconds or more |
| INP (Interaction to Next Paint) | 200ms or less | 500ms or more |
| CLS (Cumulative Layout Shift) | 0.1 or less | 0.25 or more |
What’s the average page load time?
The average page load time for a typical UK website is 1.8 seconds for mobile pages and 1.6 seconds for desktop sites.
Figures are near-identical across the US: 1.9 seconds for mobile sites, 1.7 seconds for desktop.
What slows web pages loading?
According to findings from The HTTP Archive, images make up nearly a third of a typical page’s weight: reducing the number of images would improve load speed.
- 92% of all sites have at least one third-party script, which impacts speed negatively.
- The use of Javascript consistently increases every year: the typical Javascript payload rose by 14% last year.
Best tools for improving page load times
A number of tools aim to address the common issues in page speed and optimise it where possible.
WP Rocket
A premium WordPress performance plugin that handles page caching, file optimisation (CSS/JS), lazy-loading, database cleanup, and other speed tweaks with minimal configuration.
- Serves over 3,800,000 websites
- Pricing begins at $59
Perfmatters
A lightweight optimization plugin for WordPress that lets you toggle unnecessary features, manage/deferral of scripts per page, localise analytics, and trim bloat to improve load times.
- Used on over 120,000 websites
- Pricing starts at $29.95
What is a typical page weight?
The HTTP Archive states that the median desktop site is 2,652 KB large, while the average mobile site is 2,311 KB. The page’s weight has sizable impacts on its load speed, as detailed below.
What makes up a page’s weight?
What impact do requests and third-party scripts have?
The typical desktop site makes 71 requests (and 66 on mobile), according to The HTTP Archive.
- Javascript is the most requested file type, making up a third of content requests.
- Scripts constitute 30.5% of third-party requests.
Do different types of page load quicker?
The HTTP Archive found that secondary pages actually perform better than homepages – 61% of desktop secondary pages passed CWV, compared to the 45% pass rate for homepages.
How many pages pass Core Web Vitals?
Google provides a thorough analysis of 18,320,585 sites, and determined the following pass rates:
- 66.7% had good LCP.
- 80.1% had good CLS.
- 85.7% had good INP.
- 53.5% had good Core Web Vitals overall.
What is the difference across devices?
Performance isn’t equal on every screen – see how speed shifts between different devices.
Comparing mobile to desktop devices
The HTTP Archive found that desktops perform slightly better: while 54% of desktop pages pass CWV, only 43% of mobile pages manage.
This is due to the weaker CPUs and networks inherent to mobile devices.
Comparing high-end to low-end devices
Predictably, higher-end devices load pages quicker than lower-end ones: Planet Performance found that devices with low memory have 5 times worse INP (Interaction to Next Paint) than high-end devices.
Poor network coverage areas
A paper by Sengupta et al. found that page loading in countries with maximum 4G connections performs up to 36% better than countries with less coverage.
Sources
- HTTP Archive – Web Almanac 2024: Performance: https://almanac.httparchive.org/en/2024/performance
- PerfPlanet – INP Performance Analysis (RUMvision Data): https://calendar.perfplanet.com/2023/inp-performance-analysis-rumvision-data/
- Vaibhav Bajpai – Google CrUX Networking 2024 (Research Paper): https://vaibhavbajpai.com/documents/papers/proceedings/google-crux-networking-2024.pdf
- Chrome Developers – CrUX Release Notes: https://developer.chrome.com/docs/crux/release-notes
- HTTP Archive – Web Almanac 2024: Page Weight: https://almanac.httparchive.org/en/2024/page-weight
- HTTP Archive – Web Almanac 2024: Third Parties: https://almanac.httparchive.org/en/2024/third-parties
- Think with Google – Mobile Site Load Time Statistics: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/mobile-site-load-time-statistics/
- Akamai – State of Online Retail Performance (Spring 2017 Report): https://www.akamai.com/newsroom/press-release/akamai-releases-spring-2017-state-of-online-retail-performance-report
- Web.dev – Case Study: The Business Impact of Core Web Vitals: https://web.dev/case-studies/vitals-business-impact
- Pinterest Engineering (Medium) – Driving User Growth with Performance Improvements: https://medium.com/pinterest-engineering/driving-user-growth-with-performance-improvements-cfc50dafadd7
- Think with Google – Milliseconds Make Millions Report (PDF): https://www.thinkwithgoogle.com/_qs/documents/9757/Milliseconds_Make_Millions_report_hQYAbZJ.pdf
- Web.dev – Case Study: Vodafone: https://web.dev/case-studies/vodafone
- Web.dev – Case Study: Rakuten: https://web.dev/case-studies/rakuten
- Web.dev – Article: Largest Contentful Paint (LCP): https://web.dev/articles/lcp
- DebugBear – Website Speed Statistics: https://www.debugbear.com/blog/website-speed-statistics
- HTTP Archive – Web Almanac 2024: JavaScript: https://almanac.httparchive.org/en/2024/javascript
- Perfmatters – Pricing Page: https://perfmatters.io/pricing/
- WP Rocket – Press Resources: https://wp-rocket.me/press/