Retailers shift their ad spending from TV, radio and print ads to digital ads.
Their web sites led the consistency ratings for Internet Explorer and Firefox, respectively, says Gomez.
Dell.com had the best Internet Explorer consistency score among large retailers tested in July, says Compuware Gomez. Last month, the retailer had the most consistent site loading time with a variation of 0.51 seconds. Overstock.com (0.58 seconds), placed second in Internet Explorer tests, followed by Apple.com (0.61), Costco.com (0.75) and OfficeMax.com (0.81 seconds).
OfficeMax.com had the best Firefox consistency score in July with an average variation of 0.50 seconds, Compuware Gomez reports. Costco.com (0.59 seconds), Dell.com (0.64), Apple.com (0.66) and Gap.com (0.85) rounded out the top five.
The average Internet Explorer consistency score among the 19 retailers measured in July was 1.19 seconds. The same group of retailers produced an average Firefox score of 1.41 seconds.
The consistency ratings take into account differences in the speed of web page delivery across multiple visits.