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Study shows how a lagging app still ought to be blamed to brands

Sydney, Australia – As more and more brands are now migrating towards digital service channels to communicate their brand purpose and message, many Australian consumers are now expecting these brands to do better in their digital services, and this rate is furthermore increasing, new data from business observability platform Cisco AppDynamics shows.

According to their latest report, the number of apps consumers are using daily has jumped by 30% compared with two years ago. Over the last 18 months, Aussies have not only increased their reliance on apps and digital services to go about their day-to-day lives, but also raised their expectations for flawless and engaging digital experiences. And, when these experiences fail to deliver, due to an outage or performance issue, they take note.

In terms of data regarding customers and app performance, they note that 92% say they expect reliable and consistent performance, while 76% say it’s the responsibility of the brand to ensure that the digital service or app works perfectly.

“Whether it’s within the application itself – such as pages loading slowly, downtime, or security failures; or external factors like internet connectivity, slow payment gateways or technical issues with third party services—to the consumer there is no distinction and they will now place responsibility firmly on the brand,” the report stated.

Such statement is also supported by data across the Australian respondents, who noted that 58% of respondents say brands have ‘one shot’ to impress them with their digital experiences before they switch to another provider. In addition, 63% say their expectation of digital services has changed forever and they won’t tolerate poor performance any more.

Despite these statements, 73% of Australian respondents say they are grateful to brands that invested in digital during the pandemic so they could get access to the services they love and rely on.

For Linda Tong, vice president and general manager of Cisco AppDynamics, applications have become the lifeline to normality for people in every corner of the world and consumers are no longer willing to settle for anything less than a perfect digital experience.

“Technologists are now under more pressure than ever to deliver the ‘total application experience’ to users within their first interaction,” she stated.