Mobile and desktop applications have become “the new battleground for brand loyalty,” and businesses that fail to deliver a positive software application experience risk losing as much as a quarter of their customer base, according to a new study commissioned by CA Technologies.

The report, “Software: the New Battleground for Brand Loyalty,” surveyed 6,770 consumers and 809 business decision makers in 18 countries to determine how each group thought various characteristics of applications impacted user experience, and how well different industries delivered on those characteristics.

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