As more of the value of the Internet shifts to apps with video content, content delivery networks become more important for end user experience and content provider revenues.
Amazon has estimated that a 100-millisecond increase in webpage load time can decrease sales by one percent.
Google has found that faster-loading pages mean more ad inventory can be displayed. When the average page load time increases from 400 ms to 900 ms, reduced traffic has meant ad revenue lower by 20 percent.
Linkedin, for its part, argues that a one-second increase in median latency causes a 15 percent engagement drop and a five-percent bounce rate increase.
Facebook pages that are 500-ms slower result in a three-percent drop-off in traffic, and a delay of one second causes a six percent drop-off in user activity.
A SamKnows study of EdgeConneX connections designed to reduce latency was conducted in Norfolk, Virginia and San Diego, California.
In Norfolk, Cox Communications, established connectivity with a leading content provider in early February 2015, supported by a CDN service, and resulted in page load time for a major search engine improved by an average of 15.4 percent.
Some users saw page load time improvements of more than 40 percent.
In San Diego, Cox moved to an Akamai CDN service and saw a 9.2 percent improvement in page load time.
Extrapolated to the entire base of website requests, performance improvements could be as high as 65 percent.