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In the decade since the iPhone was released, marketers have often been forced to make a very tough decision: whether to focus time and energy on building experiences for mobile web or native apps? While there are certainly benefits of each channel, they often times can work in harmony to improve retention, engagement, and conversions. So the answer to that question would beg another question: When is the best time to use web and when is the best time to use a mobile app?
For instance, it’s much easier to acquire a new customer on a mobile website, because of the ease organic search can play into finding a brand. But if you want that customer to stay a customer, and convert time and time again, the mobile app is far superior when it comes to overall conversions, retention and engagement.
These channels are the past, present, and future of business in the digital world; and they can be the difference between growth and stagnation. With nearly two-thirds of Americans owning a smartphone, it’s paramount for marketers to reach their audience on the right channel, at the right time. This guide is aimed to help brands identify which channels and at what times they should be using their mobile website or their mobile app.
It should also be noted that, according to eMarketer, app usage has increased to 86%, compared to 14% of time spent on the mobile web. As mentioned there are advantages to pointing users to both places, but marketers must remember how much more time is being spent in mobile apps, and how they can tap into the power of mobile apps.
Additionally, the diversity of the types of apps emerging is a tell-tale sign that apps are becoming just as versatile as the mobile web. The various options for users to engage and convert on apps is no longer limited to the top eCommerce or social media apps.
This guide is aimed to help brands identify and solve the problems surrounding which channels and at what times they should be using their mobile website or their mobile app. The user experience depends on it.