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Apps or mobile websites What do users prefer?

Creating a mobile strategy becomes a good investment for both small and large companies It is evident that any company that wants to be competitive must focus its business on the mobile era through apps and websites that adapt to all devices. What companies do not take so much into account is the Austria Mobile Database impact that a good mobile strategy can have in the long term with the relationship with customers.

According to data collected by Appsbuilder, users who access an app from a company or brand are more loyal than those who visit its website from a mobile device. The time they spend in an app is 3 to 4 times higher than that spent on websites, reaching an approximate 24 minutes of time through a tablet and 13 minutes on smartphones, compared to 4.5 minutes that they employ every time they visit a website.

The choice is conditioned and is mainly due to the different objectives that each person has in the two media. While the websites are used to obtain quick information such as checking locations, telephone numbers or simply clicking to access an offer from an email, users prefer apps for prolonged activities, access to exclusive content and offers.

Austria Mobile Database

However, reports such as the one developed by Econsultancy at the end of last year, revealed a slightly different scenario where the mobile web was taking hold against the mobile applications themselves. The data in their report revealed a greater predisposition on the part of consumers to decide on the mobile site to start a purchase process, especially in the United States (68% vs 33%); while in the United Kingdom this difference was more equitable (61% vs 39%).

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However, the study itself also highlighted the value of applications in generating more opportunities to connect with the customer. In fact, users use the brand’s applications twice as much as their website. The most frequently used applications are financial, up to 30% more than the rest; while those that are consulted for the longest time are those of travel, being able to dedicate up to 20 minutes per session. Users of apps in the retail sector and online shopping also have a high penetration rate among mobile users, who visit them 5.8 times a month.

The data from other reports such as those developed by Adobe or Forbes, show an optimistic vision about the future of mobile applications as a marketing tool and meeting point between the company and its customers. Baynote in one of its latest reports, also indicated how online purchases thanks to the use of apps had increased by 48% during the past Christmas, compared to the previous year. One of the main reasons why many sellers and large retailers are betting on mobile applications in order to retain their customers and increase purchase cycles.

Other studies such as Compuware’s confirm this trend. When choosing between using a mobile application, or browsing a website adapted for mobile phones, users do not hesitate, 85% stay with the apps.

Why mobile apps and not mobile sites?

According to Compuware data, 55% highlight that they are utilities expressly oriented to fulfill a function, so they directly find what they are looking for, saving them time and effort. 48% highlight the browsing speed, which offers them a positive user experience. For 40% its ease of use is important. Mobile applications display information in an easy and intuitive way, and users obtain the information they are looking for, or hire the service that interests them in just a few clicks.

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However, the study also shows that mobile applications are not a foolproof system, and they also have their flaws, in the form of technical problems and difficulties in use. In this sense, 62% of the users found an application that did not work correctly, or was stopped. 47% complain of having used mobile applications with a slow loading time and 40% admit to having encountered applications that did not finish loading. Faced with a negative experience, the response from users is blunt, 79% directly refuse to continue using said application at the first change, if it does not work; in fact, only 16% would give it a second chance.

Despite all this, for Appbuilder, the Brother Cell Phone List time spent in front of a mobile application translates into a valuable opportunity for companies to take greater advantage of the concentration and interest of the user in its objectives and to consolidate the relationship with the client. Ultimately, creating a mobile strategy becomes a good investment for both small and large companies.

However, the choice may be conditioned by the use or objective of the mobile user himself. The mobile web seems to have even bigger challenges ahead. And it is no coincidence. The Search Agency analyzed in this sense the mobile version of the web of the 100 large companies that make up the Fortune index, concluding that most were too slow and are not yet optimized.

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