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
ND
Nicole Dvorak
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?"

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.