Mobile Web vs. App

Mobile web traffic is more valuable than apps? It depends on how you dissect the data …

Deepest engagement for the longest period of time happens in apps, so apps matter — and they matter desperately for brands who want to connect to customers, according to a report by Morgan Stanley.

App vs. WebBut apps-per-smartphone users is maxing out at an average of 50-60, so your mobile web experience has to be good, and it has to be strong.

Companies need to be aware of their mobile web experiences, especially in retail, finance, insurance, and travel, which typically see a 50 percent or higher chunk of their visits from the mobile web. At the very least, it’s the top of the funnel for a customer relationship.

The browser is the ultimate mobile app. comScore data shows that “US mobile browser audiences are 2X larger than app audiences across the top 50 mobile web properties and have grown 1.2X faster over the past 3 years.”

A Pew Research Center report notes “64% of American adults now own a smartphone of some kind, up from 35% in the spring of 2011. Smartphone ownership is especially high among younger Americans, as well as those with relatively high income and education levels.”

Smartphones are used for much more than calling, texting, or basic Internet browsing. Users are turning to mobile devices as they navigate a wide range of life events:

Inside the Numbers

%

Smartphone owners experience apps that are not working correctly.

%

Smartphone owners reach maximum data allowed on occasion.

%

U.S. ages 18-29 are heavily dependent on a smartphone for online access.

%

U.S. annual household income less than $30K are smartphone-dependent.

%

Smartphone owners in the last year looked up info about a health condition.

%

Smartphone users rely on their device to learn about local events, activities.

%

Smartphone users used their device to look up real estate or rental listings.

%

Smartphone users look up info about a job (18% use to submit a job application).