Trends Tool

Consumers Prefer Apps When Spending Time On Smartphones

A Forrester Data Snapshot

June 14th, 2016
With contributors:
Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan

Summary

US consumers who spend more time on their smartphone increase their time in apps, not mobile websites. Why? Apps can integrate contextual data (like location) with a user’s personal information or accounts (like purchase history) to provide a more intimate mobile experience. Apps attract a company’s most loyal customers. As mobile buyers increase the time they spend in front of these small screens, they use apps to maintain their relationships with their most trusted brands. This data snapshot reveals how much time mobile buyers of different products spend on their smartphone each day.

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