Mobile video is great. When it works.
Implemented correctly, video or audio *should not* impact the speed that pages load on a mobile device and when the play button is pressed, it needs to start quickly and work well.
Video content is top of the agenda for many brands. It is proving a great way to engage customers and visitors, but when viewed on mobile devices, particularly those on cellular connection, video (and to a lesser extent audio) should come with a health warning.
Users are increasingly impatient with slow-to-load and stalling video and will start to abandon a video after waiting just two seconds, research from UMass and Akamai shows.
This column, the first of three parts, will take a close look at how and why video affects page performance. In the second part, we’ll look at the impact of video autoplay and audio on page performance, as well as what makes a poor viewer experience (VX).
Finally, we’ll explore how to detect, avoid and remedy issues to prevent users tuning out.
Video is a massive mobile data hog
The provision and consumption of video on mobile devices via web and apps is growing rapidly. Mobile video is already 60% of total mobile data traffic worldwide and is expected to be 78% by 2021 according to Cisco’s Visual Networking Index (VNI).
All other elements will grow over the next five years, but their proportion of overall traffic will be less. Audio will be 5% compared with 8% today and mobile web will be 14% compared with 30% of traffic today.
But the biggest impact on VX comes after page load when the video is slow, or fails, to start or stalls.
The two charts below are from HTTP Archive, which twice monthly records the page size and download speed of the homepages of the top 1 million sites to desktop and mobile devices, using the excellent WebPageTest.
Video is 128kB or 5.5% of the total bytes loaded (2312 kB or 2.3MB). This might appear small, until you realize that 97% of pages monitored by HTTP Archive have no video content (we examine this surprising stat below).
Pages that do have video content will therefore show a higher proportion of video content.
The second chart (captured April 15, 2017) shows the content breakdown for the homepage of the US digital agency Huge. Here video content is 727kB or 14.5% of the total bytes. The total weight of the page is 5MB, which is a homepage worthy of the company name, and, when measured, took 25.8 seconds to load on a mobile device, according to HTTP Archive.
To be fair, many agencies (digital, media, advertising et al) have surprisingly slow loading, heavy weight sites (considering the importance of digital to their businesses), though Huge is exceptionally large. A trimmer example is Young and Rubicam. On the same date the Y&R homepage took three seconds to load 783kB on a mobile device (on other dates it took nine seconds) according to HTTP Archive.
Video shouldn’t affect page load size or download speed
Implemented correctly, video (or audio) should not impact the size of the webpage or the speed that pages load on a mobile device, according to the experts.
Even when video is present on the page, to render the page, the browser only needs to load the video container, teaser image, start button etc. it doesn’t need to download the entire video (as the visitor may not want to watch it at all). Thus video and audio ought not to be a significant proportion of content recorded by HTTP Archive / WebPageTest – as we will see when we look at the most popular sites.
Sam Dutton is a Developer Advocate at Google who provides educational materials and workshops for techies in mobile video. He explains:
“Video is not a big issue for page loading, since in general video shouldn’t be part of the cost of loading a web page.
“Top sites are less likely than less popular sites to require video for page load since (hopefully) the top sites realize the detrimental effects on page weight and (therefore) bounce rates, etc.”
In the next part of this series, we’ll find out why video autoplay is bad for accessibility, how audio impacts page performance, and what can cause a poor viewer experience on mobile.
A study of 700 top ecommerce brands found that the majority are underperforming when it comes to optimizing their sites for speed. Find out how you can avoid the same mistakes.
One report by VoiceLabs predicts that voice device growth will quadruple this year. What data can help us to understand the impact of voice search when it isn’t yet a reporting field provided by most publishers? And what are the implications for search marketers?
Google announced yesterday the launch of “shortcuts in search”, which will allow Android users in the US to access quick answers on a range of topics with the touch of a button.
Published at Fri, 12 May 2017 12:46:34 +0000