New Survey by Queue-it: Consumers Choose Reliability Over Speed, Even Willing to Wait 53 Minutes Online
Thursday, August 21, 2025
COPENHAGEN, Denmark, Aug. 13, 2025 /PRNewswire/ -- For years, businesses have raced to shave milliseconds off page-load times. But a new global survey reveals a shift in consumer priorities: reliability, not speed, is what drives trust online.
According to Queue-it's Age of Online Trust survey of more than 1,000 consumers worldwide, 87% would rather wait briefly for a smooth, reliable website than get instant access to one that's buggy or slow. On average, respondents said they'd wait 53 minutes in an online queue for a fair shot at purchasing a high-demand product.
"This flips the script on what many ecommerce teams assume," said Jillian Als, CMO of Queue-it. "Speed is important, but reliability builds trust. Consumers would rather wait a few minutes than wonder if their order will fail or bots and scalpers had an unfair advantage."
Reliability beats chaos--even if it means waiting
The survey found that online queues are far more acceptable to consumers than site crashes or slowdowns:
-- 87% prefer a short wait on a reliable site over instant access to a
buggy one
-- 84% would rather queue than face a crash or error page
-- Consumers are willing to wait 53 minutes on average for
limited-inventory sales
These findings challenge the long-standing belief that speed is king in digital commerce, especially during product drops, ticket onsales, or government registrations.
Trust is hard to win & easy to lose
The research also underscores how fragile online trust can be. It takes four positive experiences for consumers to trust a business--but only two negative ones to lose it.
-- 74% say reliable websites and apps are key to winning trust
-- 66% lose trust after experiencing overselling
-- 64% lose trust after experiencing a crash
"In today's digital world, online trust has become the new currency," said Jesper Essendrop, CEO of Queue-it. "Winning trust online isn't about shaving off milliseconds--it's about staying in control of your traffic and delivering flawless digital experiences that keep consumers coming back again and again. That's the mission we work toward every day at Queue-it."
About Queue-it
Queue-it is the leading provider of virtual waiting room services, helping 1,000+ organizations manage online traffic peaks and deliver fair, reliable experiences to over 30 billion visitors annually. By controlling traffic during high-demand events, Queue-it prevents crashes, blocks bots, and safeguards customer trust.
For more information, visit https://queue-it.com.
Contact:
Jillian Als
Chief Marketing Officer, Queue-it
+45 31 36 09 50
jals@queue-it.com
Logo:
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SOURCE Queue-it
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