The fact that mobile app users are more loyal than mobile web visitors probably won’t surprise many. After all, app users have to like your business enough to download your app in the first place. Nonetheless, it’s still helpful to get the confirmation, especially since it comes with several other valuable information in a post recently published over at Adobe’s Digital Marketing blog.
Consider these facts:
• Mobile App sessions are 3-4 times longer than mobile website visits. This is likely due to the different purposes for each type of activity. Mobile websites are used primarily for obtaining information quickly – for doing things like looking up addresses and phone numbers – while apps are launched for more time-intensive activities. When it comes to small business marketing, you shouldn’t expect mobile website visitors to stick around for very long. On the other hand, App users are likely more predisposed to spend time and listen to marketing messages.
• Mobile Apps are used two times more often than mobile websites. The robust functions offered by apps lead to many more chances for use than mobile websites, which tend to be used primarily for reference. Thus, the average business’s app is used twice as often as its mobile website.
• Mobile App usage time exceeds mobile web visit time by 100 minutes each month. This lets us know what all that extra time accumulates to. Quite a staggering number when you think about it. Consumers spend hours more with apps when all is told. This means that a business’s mobile website is there for a glance, while its app is for actually doing things.
Financial apps (e.g. personal banking apps) are the most frequently opened, at an average of more than nine times per month when it comes to types of apps. Travel apps, however, are used the longest (22 minutes per session, on average). Android apps are used 40% more often in terms of platforms, but iOS apps are used twice as long (about 19 minutes per session, on average).
The upshot of all this data, as Adobe notes, is that mobile apps and mobile websites are both needed – it isn’t an either/or proposition. And multiple platforms are also required when it comes to apps, given the sizes of the iOS and Android audiences.
Of course, with Mobilise Solutions, all of these things come standard! The mobile world is constantly changing, and the best way to take advantage of it right now is to cover all of your bases. A business with a mobile-optimised website and mobile apps is ready to meet all mobile audiences, wherever they might be and whatever they want to do.
If you need a hand getting started with mobile, click here.