Brand Loyalty Has a 6 Second Shelf Life
March 23, 2015

Aruna Ravichandran
CA Technologies

Share this

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.

Share this

The Latest

March 27, 2024

Nearly all (99%) globa IT decision makers, regardless of region or industry, recognize generative AI's (GenAI) transformative potential to influence change within their organizations, according to The Elastic Generative AI Report ...

March 27, 2024

Agent-based approaches to real user monitoring (RUM) simply do not work. If you are pitched to install an "agent" in your mobile or web environments, you should run for the hills ...

March 26, 2024

The world is now all about end-users. This paradigm of focusing on the end-user was simply not true a few years ago, as backend metrics generally revolved around uptime, SLAs, latency, and the like. DevOps teams always pitched and presented the metrics they thought were the most correlated to the end-user experience. But let's be blunt: Unless there was an egregious fire, the correlated metrics were super loose or entirely false ...

March 25, 2024

This year, New Relic published the State of Observability for Financial Services and Insurance Report to share insights derived from the 2023 Observability Forecast on the adoption and business value of observability across the financial services industry (FSI) and insurance sectors. Here are seven key takeaways from the report ...

March 22, 2024

In MEAN TIME TO INSIGHT Episode 4 - Part 2, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at Enterprise Management Associates (EMA) discusses artificial intelligence and AIOps ...

March 21, 2024

In the course of EMA research over the last twelve years, the message for IT organizations looking to pursue a forward path in AIOps adoption is overall a strongly positive one. The benefits achieved are growing in diversity and value ...

March 20, 2024

Today, as enterprises transcend into a new era of work, surpassing the revolution, they must shift their focus and strategies to thrive in this environment. Here are five key areas that organizations should prioritize to strengthen their foundation and steer themselves through the ever-changing digital world ...

March 19, 2024

If there's one thing we should tame in today's data-driven marketing landscape, this would be data debt, a silent menace threatening to undermine all the trust you've put in the data-driven decisions that guide your strategies. This blog aims to explore the true costs of data debt in marketing operations, offering four actionable strategies to mitigate them through enhanced marketing observability ...

March 18, 2024

Gartner has highlighted the top trends that will impact technology providers in 2024: Generative AI (GenAI) is dominating the technical and product agenda of nearly every tech provider ...

March 15, 2024

In MEAN TIME TO INSIGHT Episode 4 - Part 1, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at Enterprise Management Associates (EMA) discusses artificial intelligence and network management ...