How long does that wait actually feel?
Perceived time and measured time diverge sharply under about a minute. Here are the real numbers.
67% of a traffic light
60 s is longer than 3 of the 9 references on this page.
Reference figures are measurements and are rounded; the unit conversion behind them is exact.
| Reference | Size | Yours ÷ theirs | Note |
|---|---|---|---|
| a page loading | 2.5 s | 24× | |
| a lift arriving | 20 s | 3× | |
| a TV advert | 30 s | 2× | |
| a traffic light | 90 s | 0.667× | |
| a kettle boiling | 150 s | 0.4× | |
| a supermarket queue | 240 s | 0.25× | |
| a microwave meal | 300 s | 0.2× | |
| an airport security queue | 900 s | 1/15 | |
| a long-haul flight | 39,600 s | 1/660 | Eleven hours |
Worth knowing
- Users abandon a web page in large numbers after about three seconds, which is why the two-and-a-half second figure is an industry obsession.
- People overestimate waits with no visible progress by roughly 36%, which is why progress bars exist even when they are lying.
Frequently asked
Why do queues feel longer than they are?
Unoccupied time feels about 36% longer than occupied time, and unexplained waits feel longer still. Queue design exploits both facts.
How long will people wait for a website?
Conversion falls measurably beyond two seconds and steeply beyond three. Mobile users are less patient than desktop users, not more.