CA Technologies study finds that brand loyalty has a six-second shelf life

Press release
Published April 13th, 2015 - 04:24 GMT

The results of a global study commissioned by CA Technologies reveal that mobile and desktop applications have become the new battleground for brand loyalty. 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:  

Quick Loading – 68 per cent 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.

Simple Functionality – More than 70 per cent of consumers ranked ‘perform tasks with little difficulty’ and almost 80 per cent ranked applications that have ‘easy to use features’ as top drivers of their decision to utilize or purchase an application.

The Assurance of Security – Out of users who had a fair or poor experience, 10 per cent 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 Diyaa Zebian, Regional Director MENA, CA Technologies Middle East and North Africa. “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 per cent in financial services, and 14 per cent 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 per cent of consumers are using applications to bank and 48 per cent use applications to shop; and more than half of respondents say they would 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 Zebian. “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. Click here to download the whitepaper and learn more about the research.

Background Information

CA Technologies

CA Technologies is an IT management software and solutions company with expertise across all IT environments – from mainframe and distributed, to virtual and cloud. CA Technologies manages and secures IT environments and enables customers to deliver more flexible IT services. CA Technologies innovative products and services provide the insight and control essential for IT organizations to power business agility.

The majority of the Global Fortune 500 relies on CA Technologies to manage evolving IT ecosystems. CA MENA represents CA Technologies in the Middle East and North Africa, it has offices in Saudi Arabia (Riyadh), United Arab Emirates (Abu Dhabi & Dubai), Kuwait (Kuwait City), Qatar (Doha), Oman and Pakistan.

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