Twitter Lite PWA Significantly Increases Engagement and Reduces Data Usage
Twitter is a platform to find out what’s happening in the world. It has 328 million monthly active users around the world who consume, create and share information. With over 80% of users on mobile, Twitter wanted their mobile web experience to be faster, more reliable, and more engaging. The Twitter Lite Progressive Web App combines the best of the modern web and native features. It became the default mobile web experience for all users globally in April 2017. Twitter developed Twitter Lite to deliver a more robust experience, with explicit goals for instant loading, user engagement and lower data consumption.
- 65% increase in pages per session
- 75% increase in Tweets sent
- 20% decrease in bounce rate
Twitter Lite is now the fastest, least expensive, and most reliable way to use Twitter. The web app rivals the performance of our native apps but requires less than 3% of the device storage space compared to Twitter for Android.
Nicolas Gallagher, Engineering Lead for Twitter Lite
Increasing engagement with “Add to Homescreen” prompt and web push notifications #
Twitter’s website reaches millions of users, but it’s traditionally been difficult to re-engage users on the mobile web. After implementing the “Add to Homescreen” prompt asking users to save Twitter Lite to their homescreens, Twitter has seen 250,000 unique daily users launch Twitter Lite from the homescreen 4 times a day on average.
Twitter implemented web push notifications that work the same as those from native apps and arrive even if the user’s browser is closed. The implementation is delivering over 10M push notifications a day.
Lowering data consumption #
Twitter Lite uses less data by default, serving smaller media resources and relying on cached data as much as possible. The PWA also optimizes images to help reduce data consumption by as much as 70% as users scroll through their timelines. The data saver mode helps users preserve even more mobile data by giving them control over when Twitter Lite downloads media assets.
Reaching a broad set of users is important for Twitter, including those in emerging markets where lower download speeds and less powerful mobile devices are common. Twitter Lite helps reach this audience more effectively by making Twitter faster and easier to use in low-bandwidth conditions.
Twitter Lite users benefit from data consumption savings; the PWA is only 600KB over the wire vs. 23.5MB of downloaded data needed to install the native Android app.
Nearly instant loading with service worker scripts #
First loads for Twitter Lite clock in at under 5 seconds over 3G networks on most devices, and subsequent loads are nearly instant, even on flaky networks. The app streams the initial HTML response to the browser, sending instructions to preload critical resources. Resources are broken up into granular pieces so that the initial load only requires the resources needed for the visible screen. A service worker script caches additional resources, enabling fast navigation to other screens.
Mobile accounts for over 80% of Twitter’s usage, with many Twitter Lite users reaching the site via 2G or 3G networks. A fast user experience on first load and subsequent views is essential for enabling users to view and create Tweets as quickly as possible. Twitter rolled out intelligent loading strategies like service workers and parts of the PRPL (Push, Render, Pre-cache and Lazy- load) pattern to dramatically reduce load times for both activities. Repeat visits are nearly instant thanks to service worker caching of current views, feed updates, notifications, messages and settings. Twitter Lite users experience a 50% reduction in 99th percentile time-to-interactive latency and logged in users have a 30% reduction in average load time.