Slow-loading websites are driving UK users away, with frustration affecting not only shopping but also streaming, video calls, and other online activities, and some cities are feeling it more than others.
Recent industry data shows UK businesses lost around £38 billion in potential revenue in 2024 due to shoppers abandoning baskets before completing purchases, highlighting the growing cost of poor digital performance.
New YouGov research, commissioned by web hosting platform BHOST, found that 76% of UK adults describe slow websites as “frustrating”.
In today’s fast-paced online world, patience is in short supply. Over half of internet users (55%) say they won’t wait longer than 10 seconds for a website to load, showing just how quickly users can abandon sites, whether shopping, streaming, or using cloud apps.
Nottingham Named as Most Frustrated City for Internet Speed
Overall, 88% admit they have abandoned an online purchase or task because it took too long to load.
Nottingham residents are the most impatient internet users in the UK, with almost half (48%) admitting they’ll leave a website within seconds if it doesn’t load.
The findings suggest Nottinghamers have less tolerance for slow websites than any other city, with Manchester (46%) and Birmingham (44%) following close behind. Applied to Nottingham’s population of 323,632 (ONS, 2023), more than 155,000 people could be giving up on slow-loading websites, a serious issue for local retailers, venues, and service providers relying on online engagement.
Cities most frustrated with slow internet speed:
- Nottingham: 48%
- Manchester: 46%
- Birmingham: 44%
- Leeds: 42%
- London: 41%
Millennials Are the Least Patient Online
The research shows that Millennials (aged 25–44) are the UK’s most impatient online users. Among younger adults, 18–24-year-olds are most frustrated by slow websites when streaming or making video calls, with 38% citing this as their biggest annoyance, while 25–34-year-olds also highlight streaming and video calls as their main source of frustration (32%).
For 35–44-year-olds and older users, delays during online payments or checkout pages are the most aggravating, with 36–46% reporting this as their primary concern.
These findings align with earlier research from Google, which demonstrated that even tiny delays can significantly influence user behaviour. In fact, a 0.1-second change in load time was found to boost conversions by 8% for retail sites and 10% for travel sites, showing just how important speed is for keeping users engaged.
Dave O’Hearns, founder of BHOST, and internet speed expert, said:
“Millennials expect online experiences to keep up with them. Whether it’s shopping, streaming, or video calls, a lagging website feels like a broken promise.”
He adds that site speed is now as much about brand perception as usability: “Speed is part of the user experience now. If a page takes too long, visitors assume the business behind it is outdated.”
That being said, there are a few things you can do to improve their internet speed to rule out that it is the site that is the problem:
- Restart Your Modem and Router: Turn them off, wait 30 seconds, then turn them back on. This often fixes slow pages, video buffering, and freezes immediately.
- Check Your Internet Speed: Use Speedtest.net or Fast.com to see if you’re getting the speed your provider promised. This helps identify if the problem is your internet or your device.
- Optimise Router Placement: Put your router in a central, open spot, away from walls and electronics. Better placement makes Wi-Fi stronger throughout your home.
- Limit Devices and Heavy Apps: Pause large downloads or streaming on other devices when shopping online or doing video calls. Less congestion = smoother browsing and streaming.
- Upgrade Equipment or Plan if Needed: Old routers or low-speed plans can’t handle modern needs. Upgrading gives faster, more reliable internet for video, shopping, and multiple devices.
