According to a new report from Google, mobile browsing speeds have increased over the past 12 months and now rival desktop load times.

Out and about

The report shows that mobile web pages now load up to 30 per cent faster than this time a year ago, while over the same period desktop load times experienced only a minor speed boost.

“Over the last year, we have seen significant improvements in the core infrastructure that powers the Internet: the web browsers have gotten faster; there have been quite a few LTE/4G deployments making mobile networks a lot faster; and processing power on mobile devices continues to increase at a rapid pace,” wrote Arvind Jain and Mustafa M. Tikir from the Google Analytics team.

Need for speed

Google based its findings on data from the Site Speed reports in Google Analytics, which gives website owners data on the speed on their websites.

The report found that Japan, Sweden and Poland had the fastest load times. Australia ranked seventh, with Egypt and Nigeria experienced the slowest connection rates.  

Good news for brands

Why are these results important for brands? Two reasons.

One, over the past year media-rich content such as videos has seen the average size of websites increase by 56 per cent. Increased mobile speeds means consumers can access brand website from a mobile device more efficiently.

Secondly, better speeds means more change of connecting via advertising. Facebook and Twitter are both refining their mobile advertising offering, and faster load times means consumers may be more inclined to watch an ad, sponsored post or video that loads instantly.

To find out more visit analytics.blogspot.com.au.

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