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Brand Loyalty Has a 6 Second Shelf Life

Aruna Ravichandran

Mobile and desktop applications have become the new battleground for brand loyalty, according to a global study commissioned by CA Technologies. In today’s software-driven world, where consumers are more discerning about what they expect from applications, the reality is that businesses that fail to deliver a positive application experience risk losing as much as a quarter of their customer base.

The study – Software: the New Battleground for Brand Loyalty – surveyed 6,770 consumers and 809 business decision makers in 18 countries to uncover how each group thought various characteristics of applications impacted user experience, and how well different industries delivered on those characteristics. Consumers identified three that have the biggest impact on the consumer experience:

1. Quick Loading

68 percent of consumer respondents, who left a brand because of poor load times, said a loading time of six or less seconds was acceptable – and slightly more than half of those respondents demand a load time of less than three seconds.

2. Simple Functionality

More than 70 percent of consumers ranked "perform tasks with little difficulty" and almost 80% ranked applications that have "easy to use features" as top drivers of their decision to utilize or purchase an application.

3. The Assurance of Security

Out of users who had a fair or poor experience, 10 percent said that they would leave a brand forever because of issues with security.


“Consumers no longer view applications as nice-to-have novelties. They now have a huge impact on customer loyalty,” said Andi Mann, VP, Strategic Solutions, CA Technologies. “As businesses navigate a new, always-connected reality that produces vast amounts of ambient data, they must react by delivering a personalized, secure and engaging application experience.”

There is a disconnect, the study revealed, between how well businesses decision makers think industries are able to provide application technologies, and how well consumers believe the same industries are actually delivering. Specifically, businesses think application delivery is largely better than consumers do: a difference of 15 percent in financial services, and 14 percent each in Information and Technology and Government Administration.

The study also highlighted how applications have become a crucial meeting point between consumers and organizations. According to the survey, 49 percent of consumers are using applications to bank and 48 percent use applications to shop; and more than half of respondents say they’d be willing to use applications to perform tasks like paying taxes, managing healthcare or even voting in elections.

“In order to tap into the growth potential of the application economy, businesses and governments must make software more than just a part of their business – it must become their business,” said Mann. “And to do this, they have to let their customers lead: listen to them, understand their needs, and apply the same rigor and predictive analysis to application development and deployment as they would to determine the best location for a retail store.”

Survey Methodology: Zogby Analytics conducted the CA Technologies-sponsored study of 6,770 consumers and 809 business decision makers in 18 countries.

Aruna Ravichandran is VP, Product & Solutions Marketing, DevOps, CA Technologies.

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Brand Loyalty Has a 6 Second Shelf Life

Aruna Ravichandran

Mobile and desktop applications have become the new battleground for brand loyalty, according to a global study commissioned by CA Technologies. In today’s software-driven world, where consumers are more discerning about what they expect from applications, the reality is that businesses that fail to deliver a positive application experience risk losing as much as a quarter of their customer base.

The study – Software: the New Battleground for Brand Loyalty – surveyed 6,770 consumers and 809 business decision makers in 18 countries to uncover how each group thought various characteristics of applications impacted user experience, and how well different industries delivered on those characteristics. Consumers identified three that have the biggest impact on the consumer experience:

1. Quick Loading

68 percent of consumer respondents, who left a brand because of poor load times, said a loading time of six or less seconds was acceptable – and slightly more than half of those respondents demand a load time of less than three seconds.

2. Simple Functionality

More than 70 percent of consumers ranked "perform tasks with little difficulty" and almost 80% ranked applications that have "easy to use features" as top drivers of their decision to utilize or purchase an application.

3. The Assurance of Security

Out of users who had a fair or poor experience, 10 percent said that they would leave a brand forever because of issues with security.


“Consumers no longer view applications as nice-to-have novelties. They now have a huge impact on customer loyalty,” said Andi Mann, VP, Strategic Solutions, CA Technologies. “As businesses navigate a new, always-connected reality that produces vast amounts of ambient data, they must react by delivering a personalized, secure and engaging application experience.”

There is a disconnect, the study revealed, between how well businesses decision makers think industries are able to provide application technologies, and how well consumers believe the same industries are actually delivering. Specifically, businesses think application delivery is largely better than consumers do: a difference of 15 percent in financial services, and 14 percent each in Information and Technology and Government Administration.

The study also highlighted how applications have become a crucial meeting point between consumers and organizations. According to the survey, 49 percent of consumers are using applications to bank and 48 percent use applications to shop; and more than half of respondents say they’d be willing to use applications to perform tasks like paying taxes, managing healthcare or even voting in elections.

“In order to tap into the growth potential of the application economy, businesses and governments must make software more than just a part of their business – it must become their business,” said Mann. “And to do this, they have to let their customers lead: listen to them, understand their needs, and apply the same rigor and predictive analysis to application development and deployment as they would to determine the best location for a retail store.”

Survey Methodology: Zogby Analytics conducted the CA Technologies-sponsored study of 6,770 consumers and 809 business decision makers in 18 countries.

Aruna Ravichandran is VP, Product & Solutions Marketing, DevOps, CA Technologies.

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The Latest

As businesses increasingly rely on high-performance applications to deliver seamless user experiences, the demand for fast, reliable, and scalable data storage systems has never been greater. Redis — an open-source, in-memory data structure store — has emerged as a popular choice for use cases ranging from caching to real-time analytics. But with great performance comes the need for vigilant monitoring ...

Kubernetes was not initially designed with AI's vast resource variability in mind, and the rapid rise of AI has exposed Kubernetes limitations, particularly when it comes to cost and resource efficiency. Indeed, AI workloads differ from traditional applications in that they require a staggering amount and variety of compute resources, and their consumption is far less consistent than traditional workloads ... Considering the speed of AI innovation, teams cannot afford to be bogged down by these constant infrastructure concerns. A solution is needed ...

AI is the catalyst for significant investment in data teams as enterprises require higher-quality data to power their AI applications, according to the State of Analytics Engineering Report from dbt Labs ...

Misaligned architecture can lead to business consequences, with 93% of respondents reporting negative outcomes such as service disruptions, high operational costs and security challenges ...

A Gartner analyst recently suggested that GenAI tools could create 25% time savings for network operational teams. Where might these time savings come from? How are GenAI tools helping NetOps teams today, and what other tasks might they take on in the future as models continue improving? In general, these savings come from automating or streamlining manual NetOps tasks ...

IT and line-of-business teams are increasingly aligned in their efforts to close the data gap and drive greater collaboration to alleviate IT bottlenecks and offload growing demands on IT teams, according to The 2025 Automation Benchmark Report: Insights from IT Leaders on Enterprise Automation & the Future of AI-Driven Businesses from Jitterbit ...

A large majority (86%) of data management and AI decision makers cite protecting data privacy as a top concern, with 76% of respondents citing ROI on data privacy and AI initiatives across their organization, according to a new Harris Poll from Collibra ...

According to Gartner, Inc. the following six trends will shape the future of cloud over the next four years, ultimately resulting in new ways of working that are digital in nature and transformative in impact ...

2020 was the equivalent of a wedding with a top-shelf open bar. As businesses scrambled to adjust to remote work, digital transformation accelerated at breakneck speed. New software categories emerged overnight. Tech stacks ballooned with all sorts of SaaS apps solving ALL the problems — often with little oversight or long-term integration planning, and yes frequently a lot of duplicated functionality ... But now the music's faded. The lights are on. Everyone from the CIO to the CFO is checking the bill. Welcome to the Great SaaS Hangover ...

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