CA Technologies Study Finds that Brand Loyalty Has a Six Second Shelf Life
04 Mars 2015 - 3:00PM
Business Wire
Businesses delivering a sub-par application
experience risk losing 27 percent of their customers
The results of a global study commissioned by CA Technologies
(NASDAQ:CA) 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:
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, vice president, 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.
Click here to download the whitepaper and learn more
about the research.
About CA Technologies
CA Technologies (NASDAQ:CA) creates software that fuels
transformation for companies and enables them to seize the
opportunities of the application economy. Software is at the heart
of every business in every industry. From planning, to development,
to management and security, CA is working with companies worldwide
to change the way we live, transact, and communicate – across
mobile, private and public cloud, distributed and mainframe
environments. Learn more at www.ca.com.
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Copyright © 2015 CA, Inc. All rights reserved. All trademarks,
trade names, service marks, and logos referenced herein belong to
their respective companies.
PressCA TechnologiesRamya Kumaraswamy, +1
508-628-8684Ramya.Kumaraswamy@ca.com
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