After working for over a year on a project directed towards emerging markets (namely Nigeria and Kenya), I came to realise that the popular web performance metrics are all centred around a specific type of person: someone who is used to the fast and reliable connection. In my talk I want to share my experience on how to look at the overall web performance with the new metric in mind - user’s patience. I have a set of tips and tricks how to prepare for the scenario where the loading time is going to be an issue.