Waiting for an app to load now feels like a failure. Users demand instant...

https://www.tumblr.com/valiantpandemoniumwraith/819632290873442304/what-is-onboarding-friction-and-why-does-it-kill

Waiting for an app to load now feels like a failure. Users demand instant gratification, from fast loading speeds that sustain attention to smart personalization that cuts through the noise. If your app adds friction, people are already gone.