You manage a database designed to store stock trade information and a corresponding application tasked with retrieving the average stock price for specific companies over customizable time periods. The trade data is housed in Cloud Bigtable, organized such that the datetime of each stock trade initiates the row key. Given that your application now serves thousands of concurrent users, you have observed a decline in performance as the volume of stocks increases. How should you address this performance degradation to enhance the efficiency of your application?