Trends Report

The Fight Between Apps And Websites Is Futile; You Need Both

A Technographics® 360 Report: Using Behavioral Tracking And Survey Data

March 11th, 2016
Nicole Dvorak, null
Nicole Dvorak
Julie Ask, null
Julie Ask
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell

Summary

Smartphones aid users in a multitude of ways in their everyday lives, and they use both apps and mobile websites to meet their needs. Each platform serves both distinct and overlapping needs, sometimes for the same customer. Most companies should offer differentiated experiences on both platforms to meet customer expectations. This research complements Forrester's recently published report, "The Great Debate: Mobile Web Sites or Apps?"

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