Online performance benchmarks all companies should try to achieve

With digital performance more important than ever, companies must ensure their online performance meets customers’ needs. A new ThousandEyes report can help them determine that.

network performance, internet

There's no doubt about it: We have entered the experience economy, and digital performance is more important than ever.

Customer experience is the top brand differentiator, topping price and every other factor. And businesses that provide a poor digital experience will find customers will actively seek a competitor. In fact, recent ZK Research found that in 2018, about two-thirds of millennials changed loyalties to a brand because of a bad experience. (Note: I am an employee of ZK Research.)

To help companies determine if their online performance is leading, lacking, or on par with some of the top companies, ThousandEyes this week released its 2019 Digital Experience Performance Benchmark Report. This document provides a comparative analysis of web, infrastructure, and network performance from the top 20 U.S. digital retail, travel, and media websites. Although this is a small sampling of companies, those three industries are the most competitive when it comes to using their digital platforms for competitive advantage. The aggregated data from this report can be used as an industry-agnostic performance benchmark that all companies should strive to meet.

The methodology of the study was for ThousandEyes to use its own platform to provide an independent view of performance. It uses active monitoring and a global network of monitoring agents to measure application and network layer performance for websites, applications, and services. The company collected data from 36 major cities scattered across the U.S. Six of the locations (Ashburn, Chicago, Dallas, Los Angeles, San Jose, and Seattle) also included vantage points connected to six major broadband ISPs (AT&T, CenturyLink, Charter, Comcast, Cox, and Verizon). This acts as a good proxy for what a user would experience.

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