Consumer Expectations for Digital Experience Are Escalating

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Consumer expectations for digital experience are escalating, putting increased pressure on brand owners to optimize application performance and security, according to the Cisco App Attention Index.

The global study, which examined the digital behaviors of more than 15,000 global consumers, also revealed the emergence of a new breed of application user that is more empowered, sophisticated, and demanding in its use of digital services.


Source: Cisco

Consumer Expectations Continue to Soar - but Remain Unmet

While the use of digital services and applications reached new heights during the pandemic, consumer demand for applications has only continued to increase. As consumers enjoy ever more intuitive and personalized digital experiences, their demands on applications have reached an all-time high, with 62% reporting that their expectations for digital experiences are far higher now than they were two years ago (the height of the pandemic), while 66% state they now expect brands to deliver an exceptional digital experience as standard.

But consumer needs are not being met, with as many as 88% of respondents experiencing performance issues when using applications over the past 12 months (up from 83% in 2021). Today's application users have zero tolerance for poor digital performance and when things don't work as they should, their reactions have become extreme.

■ 55% indicate they feel disrespected by brands whose applications don't meet their expectations.

■ 64% are less forgiving of brands when problems occur.

■ 77% have stopped using or deleted applications because of performance issues over the last 12 months.

Consumers are also becoming increasingly selective about the applications they use, and more conscious about the time they spend engaging with digital services — thinking harder before installing new applications, evaluating current providers, and ridding themselves of a sense of "application clutter" by culling applications that fail to meet the grade.

■ 68% are keen to get rid of application clutter (applications they don't use enough or value anymore).

■ 62% are looking to control or limit the number of applications they are using or that they have on their device.

■ 54% have deleted more applications than they have installed over the last 12 months.

The Rise of The Application Generation

These shifts in behavior and attitudes towards application experience are even more prevalent in a new cohort of application users: "The Application Generation." Aged 18-34, this group has relied on applications like no generation before, having used them to navigate the pandemic and today, to live and thrive in a hybrid world.

In addition to being heavier users of applications across every area of their lives (on average consumers under 35 years of age use 41 different applications each month, compared to 30 among people aged 35 and above), The Application Generation are far more discerning about the quality of the applications they use, with 77% claiming to be more mindful about the applications they install on their devices and 64% stating that they only want to use the very best applications and digital services. They are constantly evaluating the relevance and value — or otherwise — of the brands they engage with and the digital services they provide.

This unique group report being tired of poorly performing applications and frustrating digital experiences. A worrying trend for application owners, The Application Generation are voting with their thumbs — ditching applications that let them down and walking away from brands that don't meet their digital experience expectations. What's more, they are not shy about sharing their frustrations. 70% are more likely to tell others or warn people off applications that don't perform than they were 12 months ago.

Key Characteristics of The Application Generation

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Consumer Expectations for Digital Experience Are Escalating

Learn more about Cisco

Consumer expectations for digital experience are escalating, putting increased pressure on brand owners to optimize application performance and security, according to the Cisco App Attention Index.

The global study, which examined the digital behaviors of more than 15,000 global consumers, also revealed the emergence of a new breed of application user that is more empowered, sophisticated, and demanding in its use of digital services.


Source: Cisco

Consumer Expectations Continue to Soar - but Remain Unmet

While the use of digital services and applications reached new heights during the pandemic, consumer demand for applications has only continued to increase. As consumers enjoy ever more intuitive and personalized digital experiences, their demands on applications have reached an all-time high, with 62% reporting that their expectations for digital experiences are far higher now than they were two years ago (the height of the pandemic), while 66% state they now expect brands to deliver an exceptional digital experience as standard.

But consumer needs are not being met, with as many as 88% of respondents experiencing performance issues when using applications over the past 12 months (up from 83% in 2021). Today's application users have zero tolerance for poor digital performance and when things don't work as they should, their reactions have become extreme.

■ 55% indicate they feel disrespected by brands whose applications don't meet their expectations.

■ 64% are less forgiving of brands when problems occur.

■ 77% have stopped using or deleted applications because of performance issues over the last 12 months.

Consumers are also becoming increasingly selective about the applications they use, and more conscious about the time they spend engaging with digital services — thinking harder before installing new applications, evaluating current providers, and ridding themselves of a sense of "application clutter" by culling applications that fail to meet the grade.

■ 68% are keen to get rid of application clutter (applications they don't use enough or value anymore).

■ 62% are looking to control or limit the number of applications they are using or that they have on their device.

■ 54% have deleted more applications than they have installed over the last 12 months.

The Rise of The Application Generation

These shifts in behavior and attitudes towards application experience are even more prevalent in a new cohort of application users: "The Application Generation." Aged 18-34, this group has relied on applications like no generation before, having used them to navigate the pandemic and today, to live and thrive in a hybrid world.

In addition to being heavier users of applications across every area of their lives (on average consumers under 35 years of age use 41 different applications each month, compared to 30 among people aged 35 and above), The Application Generation are far more discerning about the quality of the applications they use, with 77% claiming to be more mindful about the applications they install on their devices and 64% stating that they only want to use the very best applications and digital services. They are constantly evaluating the relevance and value — or otherwise — of the brands they engage with and the digital services they provide.

This unique group report being tired of poorly performing applications and frustrating digital experiences. A worrying trend for application owners, The Application Generation are voting with their thumbs — ditching applications that let them down and walking away from brands that don't meet their digital experience expectations. What's more, they are not shy about sharing their frustrations. 70% are more likely to tell others or warn people off applications that don't perform than they were 12 months ago.

Key Characteristics of The Application Generation

Related Links

Hot Topics

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When the Database Is the Problem, Is APM Enough?

Production incidents rarely announce themselves as database problems. They appear as slow transactions, timeouts, rising response times, or an application struggling under a workload it previously handled. APM provides an essential starting point. It can identify a slow transaction path, highlight an affected service, and show that a database dependency is consuming more time than expected. But identifying the database as part of the problem is not the same as explaining what is happening inside it ...

From Cleanup to Prevention: The Future of Cloud-Native Cost Optimization

Cloud teams are under constant pressure to reduce spend without slowing development or increasing operational risk. They are deploying autoscalers, rightsizing workloads, enforcing resource requests, reviewing utilization dashboards, and building FinOps processes around cloud-native environments. Yet the results often disappoint ...

The Real Enterprise AI Risk Isn't Hallucinations

Ask most IT leaders about their biggest concern with AI and you'll hear the same answer: hallucinations ... Today, however, the conversation has shifted ... As organizations move beyond chatbots and experiments, they are increasingly deploying AI agents that perform multi-step tasks. These systems retrieve documents, query databases, call APIs, generate reports, write code, and make recommendations. The issue is not whether the model can reason. The issue is whether the organization can see, verify, and govern the decisions being made along the way ...

Beyond Buy vs. Build: The New Playbook for Data Pipelines

While organizations want to take control of their telemetry, building telemetry pipelines from scratch can be a very daunting, complicated task, even when leveraging open-source standards like OpenTelemetry. It requires specialized knowledge across distributed systems, data engineering, and security. This fragmented approach across systems causes higher operational costs; it puts a strain on resources and reduces efficiency as teams have to work with different interfaces and processes ...

The Corporate Network Is Fading - Here's What Replaces It

For decades, enterprise networks were designed around a simple assumption: work happened inside the office. Applications lived in centralized data centers, employees connected through internal infrastructure, and security focused on protecting the perimeter that surrounded everything ... But the way organizations operate today bears little resemblance to that environment. Cloud platforms host critical applications, employees connect from homes and airports as often as they do from offices, and partners collaborate through shared systems that exist far beyond corporate walls. In short, the corporate network no longer resembles the environment it was designed to protect ...

IT Leaders Must Establish a Network Data Architecture Practice

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The 2026 Global Data Center Survey from Uptime Institute reveals an industry navigating workforce constraints, escalating outage expenses, even as rising costs remain the top concern for management teams ...

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The next observability gap may not be in the code. It may be under the rack. That sounds strange until you think about how AI incidents actually feel in the middle of an investigation ... The application dashboard may be accurate. It may also be stopping at the wrong boundary. AI systems depend on software, but they also depend on a dense physical stack: racks, power paths, thermal margin, maintenance activity and, in many environments, liquid cooling. Those physical dependencies can change slowly before they look like a software incident ...

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Enterprises operate different combinations of workloads across cloud, hybrid and multicloud environments. For business-critical workloads, teams need to consider monitoring and observability early so they can detect health issues, investigate failures, and understand operational impact. Organizations place workloads on cloud platforms based on a combination of technical requirements, economics, existing dependencies, organizational standards, and business priorities. Their monitoring priorities therefore depend on what they operate and where those systems run. Those priorities will not look the same for every organization ...