Cisco’s latest report in its App Attention Index research series revealed that 97% of consumers in the UAE experienced performance issues when using applications over the past 12 months. The global study, which examined the digital behaviour of more than 15,000 global consumers, including 1,005 in the UAE, indicated escalating consumer expectations for digital experience and increased pressure on brand owners to optimize application performance and security.

The study also highlighted that consumer demand for applications has continued to increase, with 71% of consumers in the UAE reporting that their expectations for digital experiences are far higher now than they were two years ago. According to Cisco, UAE consumers are the most selective about the applications they use and are conscious about the time spent engaging with digital services.

Furthermore, the report identified a new cohort of application users called ‘The Application Generation.’ This group, aged 18-34, has relied on applications to navigate the pandemic and continues to use them to live and thrive in a hybrid world. They are heavier users of applications and more discerning about the quality of applications they use.

Ronak Desai, senior vice president and general manager of Cisco Full-Stack Observability and AppDynamics, emphasized the importance for brands to invest in their application experience, warning that any single issue could be a reputation and revenue killer.

The report also provided key findings related to consumer behavior, such as the fact that 80% of consumers have stopped using or deleted applications due to performance issues, and that 70% are more likely to share their frustrations with poorly performing applications.

Overall, the study underscores the critical need for organizations to stay ahead by proactively optimizing their digital experiences to keep customers satisfied. The rise of digital services and applications in the UAE, particularly among ‘The Application Generation,’ has highlighted the need for brands to meet the increasing demands and expectations of consumers.