Today’s consumers are now accustomed to lightning-fast digital experiences thanks to the high bar set by Amazon, Apple, Facebook, and Google. In 2017, every second counts and even minor issues can have a significant impact on the success or failure of a brand interaction. Our latest research found that two thirds of people have rising expectations for digital performance, showing that businesses can expect consumer pressure to grow.
The App Attention Index 2017 surveyed 1,000 people each in the U.S., U.K., France, and Germany. The results revealed just how unforgiving consumers are of badly performing digital services.
Nearly two-thirds of consumers have deleted an app or abandoned a website after just one attempt due to problems with performance. But because digital leaders continually raise the bar for consumer expectations, brands don’t win a customer for life after one use. In fact, 80 percent of respondents deleted apps because performance didn’t meet their expectations. So even if a brand is able to impress a customer today, it doesn’t guarantee that same customer will stick around tomorrow.
Performance is Personal — Especially in Banking and Retail
Poor user experience is shown to leave 56 percent of consumers feeling frustrated and 27 percent stressed or angry. More than a third (37 percent) say banking services are the most disruptive and anxiety-provoking when they go wrong — closely followed by retail at 22 percent. And it’s bad news for the banks whose mobile apps aren’t up to scratch, with only 40 percent of consumers saying they would keep their money at a bank with a bad mobile app. This is significant, particularly as we’re seeing more digital-only banks hit the market and steal market share from the established players.
The App Attention Index 2017 also reports on:
- Which application issues are the most disruptive and cause consumers the most frustration
- How long consumers are willing to wait for a page to load
- How many apps consumers in Australia, France, Germany, the U.K., and the U.S. use on a daily basis
As new interfaces such as voice interaction come to the fore, things will become even more complex, increasing the need for effective monitoring. Although these new interfaces reduce friction, they can cause more problems if they’re not integrated well within the overall service.
As our latest research proves, digital performance is critical to helping brands meet rapidly-evolving consumer expectations. Apps will inevitably become more complex as they redefine our daily lives, and managing this will be key to success.
To view the full report and see how the results break down over regions, verticals, and more, download the full report.