In 2007, Google tested a theory by slowing some of their search responses between 100 and 400 milliseconds (a tenth of a second and slightly less than half a second). During the experiment, use of the search engine dropped by 0.2 to 0.6 percent on average, worsening as the experiment went on. The percentage 0.6 translates to approximately $900 million in advertising revenue.
'Google's Speed Need' at SFGate
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