Google took too long to respond2/3/2023 ![]() ![]() ![]() And Web sites constantly face trade-offs between visual richness and snappy response times. ![]() A person will be more patient waiting for a video clip to load than for a search result. ![]() The performance of Web sites varies, and so do user expectations. “Two hundred fifty milliseconds, either slower or faster, is close to the magic number now for competitive advantage on the Web,” said Harry Shum, a computer scientist and speed specialist at Microsoft. People will visit a Web site less often if it is slower than a close competitor by more than 250 milliseconds (a millisecond is a thousandth of a second). The competition to be the quickest is fierce. The reason is that data-hungry smartphones and tablets are creating frustrating digital traffic jams, as people download maps, video clips of sports highlights, news updates or recommendations for nearby restaurants. Google and other tech companies are on a new quest for speed, challenging the likes of Mr. “Subconsciously, you don’t like to wait,” said Arvind Jain, a Google engineer who is the company’s resident speed maestro. That barely perceptible delay causes people to search less. Remember when you were willing to wait a few seconds for a computer to respond to a click on a Web site or a tap on a keyboard? These days, even 400 milliseconds - literally the blink of an eye - is too long, as Google engineers have discovered. ![]()
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