Today’s consumers are now accustomed to lightning-fast digital experiences thanks to the high bar set by Amazon, Apple, Facebook, and Google. Every second counts and even minor issues can have a significant impact on the success or failure of a brand interaction.
In fact, 80 percent of users will delete an app due to poor performance, according to the 2017 App Attention Index, which surveyed 1,000 people each from the United States, the United Kingdom, France, Germany, and Australia, for a total of 5,000 surveyed respondents.
Below are some additional findings from the report:
Customer Loyalty is No Match Against Poor App Performance
When the number of choices goes up for consumers, the chances of establishing and keeping brand loyalty becomes more challenging— and that challenge was clearly illustrated in this year’s survey results: 30% of respondents have moved on to an alternative app due to a subpar experience.
Performance Expectations are High—Especially in Banking and Insurance
The survey results show that there is a range in application performance expectations, depending on the service provided. In line with the 2014 study—and with traditional, real-world customer expectations—almost two-thirds (63%) of respondents said that flawless performance is most important to banking and insurance. And this importance should not be tested, as three in ten reported that they would go so far as to change their bank if their mobile app wasn’t up to expectations.
App Performance has an Emotional Impact
It’s easy to measure the impact of poor user experience in numbers: lost customers, lost revenue, and/or poor App Store ratings. But what about the emotional impact on individuals? Since brand loyalty is largely an emotional connection, this metric should be given considerable weight.
When asked how performance problems made them feel, 58% of respondents described themselves as frustrated. Nearly one-third felt stressed—a 21% increase from 2014. Taking the emotional response up another notch, one-third were actually angry—also up from 21% in 2014.
This report reveals that many enterprises are failing users in four fundamental user experience building blocks for a digital service: application performance, outcomes, convenience, and emotion. Download the free report for more statistics and insights.
This blog post was originally published on June 26, 2017 and has been updated with new information.