Another myth about digital: technology has rendered physical location irrelevant. L2’s Digital IQ Index: Beauty China finds that location matters, especially when it comes to deciding where to host a site. L2 studies load times of 95 China-specific brand sites in the Beauty category, and finds that those hosted in China load on average 1.9 seconds faster than those hosted outside of the country.
This has real implications as 80% of Chinese consumers will not wait more than three seconds for a website to load. Similarly, nearly 70% of Chinese consumers will find look for an alternative when faced with a slow website. Yet, western brands seam to be unaware of the consequences of remote hosting as 58% still host their sites outside of China.