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.

Consumers identified three that have the biggest impact on the consumer experience:

  • Quick loading (68% of consumer respondents who left a brand because of poor load times said a loading time of six or less seconds was acceptable);
  • simple functionality (more than 70% 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 use or buy applications; and
  • the assurance of security (of those consumers who had a fair or poor experience, 10% said that they would leave a brand forever because of issues with security.

"Consumers no longer view applications as nice-to-have novelties,” Andi Mann, vice president, strategic solutions at CA Technologies, said in a statement. “They now have a huge impact on customer loyalty. 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.”

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