Is 5s really such a problem? I don't think I'd bail out of a website because it took 5s to load, unless it was something I didn't particularly want to see anyway. Which I guess might be why people didn't stick around for the tests from which the 35% number is drawn.
Yes. Numerous reputable entities have published reports demonstrating that users notice quite a lot. Amazon claims that every 100ms costs them 1% of revenue. Google claims 500ms costs them 20% of traffic. 5 seconds is a fucking eternity, and anything you expose to users on the web with such horrible performance will suffer greatly because of if. One exception may be banks. Users are more forgiving of latency as their…
Edit: in the case of Google and Amazon, I can believe that being slow will cause users to defect to other services. I don't believe that anybody will not bother to read documentation because it takes a second to load.
Edit2: If this is true, can anybody explain why users behave in this seemingly bizarre way? Do you give up on pages after 500ms? Have you seen anybody else do that? What is going on?