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Mobile Websites or Apps? the eternal dilemma faced by companies and brands

Without a doubt, this continues to be the eternal dilemma that brands and companies face when developing their digital and online sales strategy. And the answer has a song name: It depends . “Depending on how you look at it, everything depends on the chorus of that Jarabe de Palo song.” Everything is based on the market, the target audience and the product, among other factors.

User preferences. The data of the Hong-Kong Mobile Database study carried out by Econsultancy last year showed 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%).

Purchasing behavior of the target audience

It is important to take into account the phases of the purchase cycle, and what actions the customer performs during it. Thus, in the event that it uses several devices for the same purchase, the mobile application is probably not the best tool for it. Users are multiscreen, and they use one device or another interchangeably to search for information and consume content. 67% affirm that they start their purchase on one device and continue on another, highlighting that the smartphone is usually the starting point.

Hong-Kong Mobile Database

The computer is usually the final device where this transaction is completed (61%). On the other hand, in the case of purchases that start on tablets, only 10% are finalized in front of the pc or laptop, so it would be convenient to study the suitability of developing a specific application for these smart screens. Another reason that leads us to this is that tablet users buy more frequently, and also spend more. The study published last year by Forrester and Shop.org collected the statement by 45% of companies that the amount of orders from tablets was 28% higher than that of other similar devices.

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Optimize user experience

One of the factors that mobile users value the most when browsing online is to obtain a good user experience, with a personalized service. The study published by Adobe at the beginning of the month reflects how mobile applications are a good way to encourage engagement with the target audience and create more opportunities for conversion. According to their findings, 85% of users prefer applications over mobile sites. Specifically in the case of tablets, a client can dedicate up to 24 minutes per session to an app, 4 times more than the time they would dedicate to a website.

On the other hand, applications generate more opportunities to connect with the customer. Users use the brand’s applications twice as much as their website (9.8 vs 4.4 times).

Study the sector

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 also have a high penetration rate among mobile users, who visit them 5.8 times a month.

On the other hand, the Brother Cell Phone List travel sector has a significant index of mobile customers. According to JiWire data, referring to the first quarter of the year, 27% of customers looking for travel information end up shopping with their smartphone, along with 39% using their tablet. This represents an important market niche, which also performs transactions of a considerable amount. 44% of those surveyed are willing to make purchases worth more than $ 500.

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What is clear is that the future of e-commerce is mobile, and that companies must work hard to provide a personalized and integrated strategy across all channels. Mobile applications are a useful tool for this, which should be assessed in order to pursue this objective.

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