The study – Software: the New Battleground for Brand Loyalty – surveyed 275 consumers and 53 business decision makers in Australia 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 – 67 per cent of Australian consumers, who left a brand because of poor load times said that a loading time of six or more seconds was not acceptable – and slightly more than half of those respondents demand a load time of less than three seconds
2. Simple Functionality – Almost half of Australian respondents ranked ‘perform tasks with little difficulty’ and 52 per cent ranked applications that have ‘easy to use features’ as top drivers of their decision to utilise or purchase an application
3. The Assurance of Security – Out of users who had a fair or poor experience, 38 per cent said that they were frustrated with their applications’ security issues but did not leave the brand
“Consumers no longer view applications as nice-to-have novelties. They now have a huge impact on customer loyalty,” said Hope Powers, managing director, CA Technologies Australia and New Zealand. “As businesses navigate a new, always-connected reality that produces vast amounts of ambient data, they must react by delivering a personalised, secure and engaging application experience.”
“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 Powers. “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.”
There is a disconnect, the study revealed, between how well Australian business 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 26 per cent in government administration, 19 per cent in healthcare and 18 per cent in financial services.
The study also highlighted how applications have become a crucial meeting point between consumers and organisations. According to the survey, 55 per cent of Australian consumers are using applications to bank, 45 per cent use applications to shop and more than half of respondents say they use applications for messaging and accessing personal emails.
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.