Users Lose Trust in Brands When Websites Take Too Long to Load
September 11, 2015

Pete Goldin

Share this

The three main reasons to distrust an online experience are inaccurate content (91 percent), website downtime (88 percent), and overly simple identity and authentication procedures (75 percent), according to a new report by Neustar in collaboration with the Ponemon Institute. The report affirms a truth long predating the Internet: trust is earned as a direct result of experience.

Overwhelmingly, respondents were dissatisfied with digital storefronts they found to be flawed in their marketing content, overly simple in authentication, or altogether unavailable. These all reflect the converging role that a brand’s Marketing, IT and Security groups play in delivering a seamless customer experience.

Additional report highlights by group include:


■ More than 90 percent of consumers distrust brands with inaccurate online content

■ 55 percent find ads that interfere with the page’s content unacceptable

■ 52 percent find ads that redirect them to other sites unacceptable

Information Technology

■ 78 percent worry about a company’s security when website performance is sluggish

■ 69 percent of respondents have left a website due to security concerns

■ 67 percent of consumers lose trust in a brand when the website takes too long to load


■ 63 percent distrust brands whose data has been breached

■ 50 percent continue to have a negative view of a brand even one year after its breach

■ 55 percent distrust websites that do not have security safeguards such as two-factor authentication

“In our always-on, always-connected world, a brand’s digital storefront may be the first and only touchpoint a customer has with a company,” said Lisa Joy Rosner, CMO at Neustar. “Discerning customers expect a brand’s website to offer them accurate, real-time information, whenever and wherever they want it. On top of that, customers demand that all of the information they share with a brand is retained in a safe and secure manner.”

As consumers spend vastly more time and money online, a trusted digital brand becomes indispensible. As Neustar’s report confirms, brands that do not integrate their Marketing, IT, and Security programs will face an uphill battle as they devote countless resources to building seamless customer experiences without a meaningful result. In the words of Mark Tonnesen, Chief Information and Security Officer at Neustar, “delivering an exceptional brand experience not only depends on a company’s marketing plans; every employee who touches the digital property becomes a steward of the brand.”

Share this

The Latest

October 28, 2020

The "APM" solutions we've come to love over the last 2 decades can't handle Serverless Functions or deliver the same performance and operational details that they deliver for other architectural constructs — including App Servers, Frameworks, Cloud, even Containers. And the reason is that they're methodologies for collecting performance data simply won't operate with the same characteristics as it would in persistent code ...

October 27, 2020

I asked myself this important question: Can APM tools Manage Serverless Workloads? And the answer is "No, not really." It is true that every monitoring solution in the world claims support for monitoring serverless platforms (at least one of them). What I mean by my answer is that the "APM" solutions we've come to love over the last 2 decades can't handle Serverless Functions or deliver the same performance and operational details that they deliver for other architectural constructs ...

October 26, 2020

In Episode 11, Andrew Tunall, GM, New Relic Serverless & Emerging Cloud Services, joins the AI+ITOPS Podcast to discuss the challenges and advantages of distributed tracing ...

October 22, 2020

IT teams critically require better visibility into the network driven by a number of factors, including tremendous disruption from the COVID-19 pandemic, relentless technological advances, remote working reaching an all-time high and the expanding security threatscape, according to State of the Network 2020, a study conducted by VIAVI Solutions ...

October 21, 2020

Mobile commerce offers several benefits for retailers. But all this potential can only be fully realized if retailers can manage the associated challenges that mobile commerce introduces. Anyone involved in the development, operation or troubleshooting of a mobile shopping app needs to be aware of the three following technical obstacles and plan accordingly ...

October 20, 2020

Although cost control/expense management remains top of mind, organizations are realizing the necessity of technology solutions to enable them to steer the business during these turbulent times, according to IDG's CIO Pandemic Business Impact Study ...

October 19, 2020

The COVID-19 pandemic has compressed six years of modernization projects into 6 months. According to a recent report, IT leaders have accelerated projects aimed at increasing productivity and business agility, improving application performance and end-user experience, and driving additional revenue through existing channels ...

October 15, 2020

There is no doubt that automation has become the key aspect of modern IT management. The end-user computing market is no exception. With a large and complex technology stack and a huge number of applications, EUC specialists need to handle an ever-increasing number of changes at an ever-increasing rate. Many IT organizations are starting to realize that they can no longer control the flow of changes. It is time to think about how to facilitate change ...

October 14, 2020

Starting this September, the lifespan of an SSL/TLS certificate has been limited to 398 days, a reduction from the previous maximum certificate lifetime of 825 days. With this change, everyone needs to more carefully monitor SSL certificate expiration and server characteristics ...

October 13, 2020

Nearly 6 in 10 responding organizations have accelerated their digital transformations due to the COVID-19 pandemic, according to The IBM Institute for Business Value study COVID-19 and the Future of Business ...