Trends Report

The Great Debate: Mobile Websites Or Apps?

Give Consumers What They Want: Both

March 10th, 2016
ND
Nicole Dvorak
With contributors:
Martin Gill , Laura Naparstek , Theresa Pappafotopoulos , Jaclyn Galan , Peter Harrison

Summary

Your best customers typically prefer your app and not your mobile website, but they depend on both. Consumers are more likely to make purchases within apps because the experience is better, but they spend more money on mobile Web because it is widely available. Most eBusiness professionals should offer both mobile Web and apps to smartphone owners. However, the approach to mobile Web and apps should be distinct, with each offering an excellent, yet differentiated, experience.

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