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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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Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

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In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

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