{
  "schema_version": "1.1",
  "id": "users-leave-web-pages-in-10-20-seconds-nngroup",
  "slug": "users-leave-web-pages-in-10-20-seconds-nngroup",
  "url": "https://groundedkit.com/claims/users-leave-web-pages-in-10-20-seconds-nngroup/",
  "api_url": "https://groundedkit.com/api/claims/users-leave-web-pages-in-10-20-seconds-nngroup.json",
  "claim": "Users often leave web pages in 10–20 seconds (Nielsen Norman Group)",
  "commonly_cited_as": "\"You have 10 seconds to grab a visitor\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "high",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Nielsen Norman Group (Jakob Nielsen)",
    "title": "How Long Do Users Stay on Web Pages? (Sept. 11, 2011)",
    "year": "2011"
  },
  "quote": "Users often leave Web pages in 10–20 seconds, but pages with a clear value proposition can hold people's",
  "method": "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": [
    "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": [
    {
      "title": "Nielsen Norman Group — How Long Do Users Stay on Web Pages?",
      "url": "https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Published Sept. 11, 2011",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}