We’ve previously looked at how every extra second waiting at a drive-thru leads to 4 cents less in revenue for a fast food chain. According to a study covered by CBS, people value their time when waiting for videos to load pretty highly as well:

• People’s patience with a video that is loading lasts about two seconds.
• After that, for every additional second a video takes to load, a video loses viewers at a rate of 5.8%.
• After ten seconds half a video’s potential audience will have given up.
• People viewing longer videos are more forgiving, and will give a website an extra couple seconds before losing hope.
• Meanwhile those on the fastest internet connections seem to value their time the most and aren’t even always willing to give the two seconds that other more charitable users give.

Read more here.

Source: CBS