In the era of the "Application Generation", where young consumers aged 18 to 34 interact with more than 40 applications for various daily activities, dissatisfaction with poor digital experiences has become a growing problem backed by data and some rather alarming figures.
In this article we not only explore the reasons behind consumer frustration, but also the commercial advantages that brands can gain by understanding and meeting the needs of the "Application Generation".
Cisco has released its latest report, the Cisco App Attention Index, which highlights the growing expectations of users regarding digital experiences. Based on analysis of more than 15,000 consumers worldwide, the report points to increasing pressure on brands to improve the performance and security of applications. It also identifies a new category of application users who are more empowered, sophisticated and demanding.
To put it plainly: according to the study, 56% of mobile app users have experienced performance issues, which directly contributes to a loss of user attention and satisfaction.
We have already explored Generation Z's expectations regarding websites. But today we find ourselves with a generation of consumers known as the "Application Generation", who are constantly immersed in multiple applications, whether to study, work, plan, communicate or simply enjoy their free time.
In fact, according to the Cisco study, 72% of users aged 18 to 34 use more than 40 applications for various daily activities. However, the proliferation of low-performance apps has led to growing fatigue and frustration among 68% of these users.
Consumer dissatisfaction is not only due to low-performing applications, but also to the fact that user expectations have reached levels never seen before. According to the same report:
82% of consumers expect applications to respond faster.
74% expect a personalised experience.
These figures demonstrate the urgent need for brands to adapt to the changing expectations of the "Application Generation", as today's app users do not accept poor digital performance, and their reactions are decisive when things go wrong:
55% feel disrespected by brands whose applications don't meet their expectations.
64% are less tolerant of brands when problems arise.
77% have stopped using or deleted applications in the last 12 months due to performance issues.
Consumers are also becoming more selective about the applications they choose and are aware of the time they dedicate to digital services. Before installing new applications, they assess their current providers and remove those that don't meet their requirements, thus avoiding "app chaos".
68% want to get rid of the chaos, removing apps they no longer use or value.
62% want to control or limit the number of applications on their device.
54% have deleted more applications than they have installed in the last 12 months.
Understanding the preferences and expectations of the "Application Generation" translates into greater loyalty. 63% of young users say they would switch to a brand that offers a better digital experience.
Satisfying the digital demands of this generation not only attracts new customers, but also contributes to retention. 78% of consumers say they will continue using an application if it consistently meets their expectations.
Brands that offer seamless digital experiences can see a significant increase in conversions. 71% of users are more likely to make a purchase after a positive experience on an application.
Meeting the expectations of the "Application Generation" helps build a positive reputation. 88% of consumers share their positive experiences on social media, leading to greater brand visibility and credibility.
In conclusion, the numbers speak for themselves: in a saturated digital world, brands not only need to address consumer frustration, but also take advantage of the commercial benefits of keeping the "Application Generation" in mind. Adopting data-driven strategies and understanding changing expectations not only improves customer satisfaction but also drives the success of online businesses.
At Boost, as a digital consultancy specialised in analytics and conversion, we help brands transform their digital presence through data and testing, offering experiences that convert and build user loyalty.
If you'd like our help becoming "Application Generation" friendly, reach out without obligation and let's see how we can help you.
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