TopBuzz, BBC News, FOX News and NBC News are the fastest loading news content apps. That’s according to the latest News App Performance Index which ranked news and media apps based on speed and performance, published by mobile app performance company, PacketZoom. Among the slowest apps were The Wall Street Journal, The New York Times and Huffington Post.
PacketZoom explains that the study measured how long it took for content to load as well as the time before consumers were able to read the content. Measuring time-to-read performance, TopBuzz took just 3.1 seconds to read. BBC News came in second at 3.7 seconds, followed by FOX News (4.4) and NBC News (4.5).
In comparison, The Wall Street Journal took 7.1 seconds to load, followed by The New York Times (6.3 seconds) and Huffington Post (6.1 seconds).
Shlomi Gian, CEO of PacketZoom, says:
“Today’s consumers crave instant information, so it is especially important for News and Media apps to optimize their performance. Even with the proliferation of 4G networks, mobile apps have a lot of room for improvement when it comes to speed and reliability. The bottom line is that no matter how strong the mobile network is, your app can do better over the ‘last mobile mile.”
Slow page and app loads are potentially a huge problem for publishers, with 53% of consumers choosing to abandon a site if it doesn’t load within 3 seconds (Google) and 45.5% of consumers closing an app completely to launch another one instead (Neumob).
Interestingly, PacketZoom also noted that even the fastest apps had room for improvement and could be sped up 1.6x in their time-to-read performance by integrating an in-app mobile networking technology.
Page and app load performance on mobile devices must be a serious consideration for publishers given the high bounce rates. Consumers just expect more these days, but so do marketers who advertise with these content publishers.
On the social side, Facebook recently implemented steps to boost websites by pre-loading them to speed them up 29%.