Trends: Mobile Web vs Mobile App

From the August 2017 comScore study slides:

  • users spend 87% of their time in apps, 13% in mobile web, however… (slide 5)
  • across age segments, users’ top 10 apps account for 96-97% of their app time (slide 9) – i.e. Facebook, YouTube, Google Search, etc.
  • mobile web gets 2.2x more unique users per month than apps (slide 6)

From this data, it seems that the casual customer would be more likely to visit a mobile website than download and install an app.

A quote from a recent Morgan Stanley analysis:

‘As a crude generalization, the browser is for more casual audiences and apps are for more frequent and loyal customers.’

 
So both mobile web and mobile apps have their place.

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