Users often leave web pages in 10–20 seconds (Nielsen Norman Group)
Verified Confidence: high
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "You have 10 seconds to grab a visitor"
- True origin
- Nielsen Norman Group (Jakob Nielsen) — How Long Do Users Stay on Web Pages? (Sept. 11, 2011)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2011
- Data as of
- Published Sept. 11, 2011
- Last checked
- What the source says
Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people's
- Method & sample
- Summary of Microsoft Research (Chao Liu et al.) analysis of more than 2 billion dwell times on 205,873 pages from a browser plug-in.
- Drift between quote and source
- Date: 2011
- Interest
- NN/g sells UX training and consulting.
Safe rephrasing
Nielsen Norman Group (2011) found users often leave web pages within 10–20 seconds, but pages with a clear value proposition hold attention much longer.
Sources we opened
Machine-readable: /api/claims/users-leave-web-pages-in-10-20-seconds-nngroup.json · Last checked 2026-10-16