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For eBusiness & Channel Strategy Professionals

Do Smartphone Owners Use The App, The Mobile Site, Or Both?

A Forrester Data Snapshot

June 15, 2016


  • By Nicole Dvorak,
  • Kyle Steinhouse
  • with Reineke Reitsma,
  • Theresa Pappafotopoulos,
  • Xiaotong Duan

Why Read This Report

Apps and mobile websites serve both distinct and overlapping needs, sometimes for the same customer. By looking at consumers’ passively collected behavior on smartphones, we found that for some industries, a large group of users accessed both a brand’s app and its mobile site in the same month. Understanding how your customers are using your brand’s platforms, and the platforms with which you partner, will help you create mobile experiences that align with your customers’ use patterns. This data snapshot shows that consumers choose the web for discovering, exploring, and buying activities but use apps for deep engagement.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.