Consumer behaviour has changed forever in a world of digital choice

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For the past 18 months we have relied on applications and digital services in almost every aspect of our lives – to stay connected with loved ones, access important services, entertain and of course work remotely.

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Applications have become the lifeline of mediocrity for people around the world during the pandemic. It is almost impossible to imagine how we would have navigated the past year and a half without them.

Recent AppDynamics report, App Attention Index 2021: Who gets the rap for an app?, revealed that the number of applications people are using has increased by 30 percent compared to two years ago.


The lockdown has forced many people to explore new applications and digital options that they might not have thought of otherwise. In fact, 84 percent of people report that digital services have had a positive impact on their lives during the pandemic, enabling them to get through this challenging period and work and function in most areas of their lives – both At work and in his personal life.

There’s Now a Digital Option for Almost Everything

Our attitude and behavior towards digital services has changed forever.

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In almost every part of our lives, there is now a convenient and effective digital alternative to the old ways of doing things. So we will always have a real choice between the online and offline worlds in the way we use the application and do things. And this change has important consequences for the brands we interact with every day.

Consumers just won’t revert to their habits in 2019 – in fact, 88 percent expect their reliance on digital services to continue or increase over the next 12 months. Essentially this means rethinking business activities, replacing travel and commuting, and having far more virtual or hybrid meetings.

Opportunities and risks for application owners and brands

In this new environment of “digital choices”, brands have a huge opportunity to increase customer loyalty by providing consumers with the flawless and engaging digital experience they have come to expect and trust in recent months.

Already, we’re looking consumers favorably on brands that have innovated at speed to deliver applications that have supported them through the pandemic and enabled them to access the services they need. Liked and trusted.

On the other hand, application owners need to consider the implications of delivering anything other than a seamless digital experience.

As consumers become more sophisticated in how they use their applications, and become aware of the best digital experiences, they understand what digital services can and should be in 2021. Expectations have risen dramatically and, at the same time, tolerance for poor digital experiences has decreased – 61 percent say their expectation of digital services has changed forever during the pandemic and they can no longer tolerate poor performance will do.

A shot for brands to deliver incredible digital experiences

When consumers have encountered problems with an application – and it doesn’t matter what caused the problem – they now almost take it as a personal insult. Many feel that it is disrespectful to brands to deliver a poor digital experience in the current environment.

Now people are not ready to give allowance or give second chance. In fact, 57 percent of people say brands only have one shot at impressing them and won’t use them again if their digital service doesn’t perform.

This is the situation that application owners have to face. Even the smallest lapse in performance can cause more than half of their customers to walk away, likely never to return.

Full-stack observability with business context is critical to meet rising consumer expectations

As the pressure on application owners to deliver an always flawless digital experience increases, it is essential that they have real-time visibility into IT performance. Full-stack observability is important for technologists to be able to identify and fix issues before they affect users.

But with so much complexity in the rapidly growing IT estate, and IT departments overwhelmed by the constant deluge of data, technologists need a business lens on IT performance data to reduce noise and pinpoint data that really matters. matters the most.

They need to understand which issues may have the most impact on customers and the business so that they can best prioritize their operations. By combining full-stack observability with real-time business metrics, technologists can optimize application performance and ensure they are able to meet increased consumer expectations. By doing so, application owners can set themselves up to take advantage of new opportunities in the world of digital options.

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