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.

a long-haul flight39,600 san airport security queue900 sa microwave meal300 sa supermarket queue240 sa kettle boiling150 sa traffic light90 sYour wait60 sa TV advert30 sa lift arriving20 sa page loading2.5 s

Reference figures are measurements and are rounded; the unit conversion behind them is exact.

Every reference on this page, with its size and its ratio to your number
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.

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