TALKING business
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We can all relate to the frustration felt when an application is difficult to use and we are unable to complete a purchase or finish a transaction . Websites not loading , passwords unrecognised or an unresponsive web page – these are common pains which we all face on a day-to-day basis . But as we become increasingly reliant on applications to complete everyday tasks , brands risk losing customers at an alarming rate if they fail to address poor application performance and bad digital experiences .
In today ’ s connected world , our demand for applications leaves no room for failure and these expectations are only set to increase . According to the AppDynamics ’ App Attention Index 2019 – a global survey of consumers – just over half can only go without a mobile device for up to four hours before they find it difficult to manage tasks in their everyday life . And one third admit they reach for their smartphone before talking to another person when they wake up .
For consumers across the Middle East and Africa ( MEA ) modern technology has transformed the way we live , work and play . And the challenges of home working , home schooling and social distancing in the last few months have likely made us even more reliant on the digital services that are a deeply fundamental part of everyday life . We have entered the ‘ Era of the Digital Reflex ’ and brands need to understand how to manage consumer expectations and deliver the incredible digital experiences that many of us take for granted .
Getting to grips with ‘ the Digital Reflex ’
The use of digital services has evolved to become an unconscious extension of human behaviour – a ‘ Digital Reflex .’ While consumers used to make a conscious and deliberate decision to use a digital service to carry out a task or activity , they now happen spontaneously .
Consumers also admit that digital services are so intrinsic to their daily lives that they don ’ t realise how much they now rely on them . As digital reflexes become habitual , consumers are becoming increasingly dependent on devices and digital services , relying on them to complete many of their daily tasks .
David Noël , Regional Vice President , Southern Europe , Middle East and Africa ( MEA ), AppDynamics
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WE HAVE ENTERED THE ‘ ERA OF THE DIGITAL REFLEX ’ AND BRANDS NEED TO UNDERSTAND HOW TO MANAGE CONSUMER EXPECTATIONS AND DELIVER THE INCREDIBLE DIGITAL EXPERIENCES THAT MANY OF US TAKE FOR GRANTED . www . intelligentcio . com INTELLIGENTCIO
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