Amazon and others found that 100 milliseconds of latency is responsible for 1% in sales.  But latency on the web is hard to overcome.

Cheating latency uses just-in-time preloading — it preloads a page right before a user clicks on it.

Before a user clicks on a link, they hover their mouse over that link. When a user has hovered for 65 ms there is one chance out of two that they will click on that link, so starts preloading at this moment, leaving on average over 300 ms for the page to preload.

On mobile, a user starts touching their display before releasing it, leaving on average 90 ms to preload the page.

Read more here:

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