Poor Website and App Performance Results in Digital Desertion
October 23, 2017

Sven Hammar
Apica

Share this

Internet users are growing more demanding and less forgiving, according to the results of a consumer survey from Apica.

In a clear call to action for organizations around the world, Apica’s survey found that three quarters of respondents expect websites and apps to perform faster than they did three years ago.

Nearly 40 percent won’t wait more than ten seconds for a website to respond before navigating away.

Apica conducted the survey among internet users in the UK, US and Sweden, to investigate changing attitudes towards a brand’s digital performance. The survey of 2,250 consumers reveals that nearly 40 percent won’t wait more than ten seconds for a website to respond before navigating away. One in nine users (11 percent) won’t even give a site five seconds before moving onto another website.

The survey also found that digital disappointment affects brand loyalty, with 60 percent of consumers likely to be less loyal towards a brand if they experience poor website or app performance. Ten percent of participants said they would never return to an offending brand for goods or services. Swedes are least loyal towards a brand that lets them down online, with 73 percent likely to turn to competitors.

Carmen Carey, CEO, Apica, said, “These results demonstrate that digital consumers have limited patience for slow performance or delays. There is clearly a general expectation that sites and apps will perform faster and better, particularly with the advent of born digital organizations. The onus is now on businesses, whether they’re a leading financial company or an online retailer, to ensure peak performance at all times.”

The survey also revealed that users also have limited patience for organizations that schedule maintenance on websites and apps. Less than half (46 percent) of users said that several hours of downtime was acceptable, and even then, reasons for the downtime had to be properly communicated. 54 percent respondents had an "upper limit" of one hour, and more than 1/10 (13 percent) actually expect 100 percent uptime.

Negative digital experiences are also likely to impact brand reputation with 83 percent of global respondents reporting they would consider telling colleagues about a poor website or app experience, and almost 4 in 10 would definitely share this.

“If companies wish to retain both customers and revenue, they must focus on proactive performance testing and monitoring of their digital services to ensure that, even at peak times, downtime does not occur,” added Carmen.

Read How Insufficient API Testing Can Impact Your End Users

Apica monitors ecommerce websites and publishes an annual Black Friday Web Performance Index. Last year, it revealed that whist the top ten eCommerce websites are healthy, the rest are lagging expectations. The 2017 index is due to be published late November after Black Friday and Cyber Monday.

Sven Hammar is Chief Strategy Officer and Founder of Apica
Share this

The Latest

January 19, 2018

Confidence in satisfying and supporting core IT has diminished due in part to a strain on declining IT budgets and initiatives now progressing beyond implementation into production mode, according to TEKsystems' annual IT Forecast research ...

January 18, 2018

Making predictions is always a gamble. But given the way 2017 played out and the way 2018 is shaping up, odds are that certain technology trends will play a significant role in your IT department this year ...

January 17, 2018

With more than one-third of IT Professionals citing "moving faster" as their top goal for 2018, and an overwhelming 99 percent of IT and business decision makers noticing an increasing pace of change in today's connected world, it's clear that speed has become intrinsically linked to business success. For companies looking to compete in the digital economy, this pace of transformation is being driven by their customers and requires speedy software releases, agility through cloud services, and automation ...

January 16, 2018

Looking back on this year, we can see threads of what the future holds in enterprise networking. Specifically, taking a closer look at the biggest news and trends of this year, IT areas where businesses are investing and perspectives from the analyst community, as well as our own experiences, here are five network predictions for the coming year ...

January 12, 2018

As we enter 2018, businesses are busy anticipating what the new year will bring in terms of industry developments, growing trends, and hidden surprises. In 2017, the increased use of automation within testing teams (where Agile development boosted speed of release), led to QA becoming much more embedded within development teams than would have been the case a few years ago. As a result, proper software testing and monitoring assumes ever greater importance. The natural question is – what next? Here are some of the changes we believe will happen within our industry in 2018 ...