Estimates are more reliable the closer a site is to being ranked #1.
This time doesn't include the time to load all images and stylesheets, for example. Audience Demographics The audience demographics data comes from voluntary demographics information submitted by people in our global traffic panel.
Alexa takes the median of all the page load times we observe for a site and then compares that to the same figure for all other sites.
For example, a site in the 98th percentile (Very Fast) has a median load time faster than 98% of all measured sites, while a site in the 2nd percentile (Very Slow) loads more quickly than only 2% of all sites and is slower than 97% of all sites.
If a site has Certified Metrics instead of estimated, that means its owner has installed code allowing us to directly measure their traffic.
These metrics have a greater level of accuracy, no matter what the ranking.Certified Site Metrics are metrics that are directly-measured from the website instead of estimated.