18 April 2015

Consumers demand apps with speed, simplicity and security, or they leave

Source: CA Technologies infographic.

Consumers have become more discerning about what they expect from applications, so much so that businesses which fail to deliver a positive application experience risk losing about a third of their customer base. The results of a regional study* commissioned by CA Technologies reveal that mobile and desktop applications have become the new battleground for brand loyalty in Asia Pacific & Japan (APJ).

Software: the New Battleground for Brand Loyalty – surveyed 1,449 consumers and 259 business decision makers across five APJ countries and identified three factors that have the biggest impact on the consumer experience: 

Source: CA Technologies infographic.

Speed – 75% of consumer respondents who had left a brand's application because of poor load times, said a loading time of six or fewer seconds was acceptable – while 39% of them demanded a load time of less than three seconds.

Simplicity  More than 70% of APJ consumers ranked ‘easy-to-use features’ and over 63% ranked applications that ‘perform tasks with little difficulty’ as top drivers of their decision to utilise or purchase an application; and

Security – Over 60% ranked an application’s ability to ‘prevent vulnerabilities such as viruses and denial of service attacks’ and ‘perform more functions safely and securely’ as key features. In addition, of the users who had a fair or poor experience with application security, 17% said that they would leave a brand forever.

Source: CA Technologies infographic.

“Applications are fast becoming the first and primary means for consumers to connect with businesses,” said Kenneth Arredondo, President & GM, Asia Pacific & Japan, CA Technologies. “Companies need to adopt this customer-centric mindset and combine it with the growing amount of ambient data from always-connected devices. Ultimately, they must produce applications that are personalised, secure, responsive and easy to use.”

Source: CA Technologies infographic.

The study also highlighted how applications have become crucial meeting points between consumers and organisations. According to the survey, more than half (52%) of all respondents are using applications to shop, 49% are using applications to bank; and more than 46% of respondents say they use their applications to make online purchases and consume media, like videos and television shows.

“Organisations need to stop seeing applications as being merely an extension of their business, but rather a critical component of their business model,” added Arredondo. “To achieve this, companies need to seriously look at what customers want, which will include listening to their needs and adoption of predictive analytics to gain deeper, actionable insights to drive application development.”

Click here to download the white paper and learn more about the research. View the full infographic here.

*Zogby Analytics conducted the CA Technologies-sponsored study of 1,449 consumers and 259 business decision makers across Australia, China, India, Japan and South Korea.