What was once a reported 7 seconds now seems to be even less according to a new study. From the Akamai report: “Four seconds is the maximum length of time an average online shopper will wait for a Web page to load before potentially abandoning a retail site. This is one of several key findings revealed in a report made available today by Akamai, commissioned through JupiterResearch, that examines consumer reaction to a poor online shopping experience.”

When will web producers finally realize they need to ditch the glitz (here’s looking at your over-users of Flash and Ajax) in favor of speed? Don’t let your website get in the way of delivery what users visit it for; content. Remember: Liquid is the most important part of a glass of water, not the container it resides in.

[via Slashdot]