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BizReport : Mobile Marketing : September 13, 2011

Survey reveals consumer preference for mobile Web

A new study from Finnish mobile analytics provider CEM4Mobile Solutions reveals that while more people are using the mobile Web than mobile apps supporting both is the best way forward... for now.

by Helen Leggatt

When CEM4Mobile Solutions analyzed over 56 million mobile impressions via services through which app and mobile Web browsing were supported it was discovered that the vast majority, 90.15%, of all unique users used the mobile Web while just 9.85% used apps.

Total visits showed a similar picture - 81.66% using the mobile Web and 18.34% using apps.

However, in terms of engagement apps win hands down. Across three leading mobile operating systems - Android, iOS and Symbian - apps showed markedly more engagement. Time spent with apps on Android devices was over 2 minutes longer than on the mobile Web. Time spent on apps on iOS devices was 4 minutes 52 seconds compared with 3 minutes 3 seconds on the mobile Web.

"Native applications and app stores provide great platforms for niche players but when you want to attract the diverse mobile market and all your potential users you need to support both," advises CEM4Mobile Solution's Managing Director Janne Aalto, who carried out the research. "First, by providing a browsing service for all users; then, turning your casual customers into active, loyal and advocate customers with applications and by other best practises."

CEM4Mobile Solutions highlights the ongoing shift to HTML5 and envisages revisiting the apps vs. mobile Web scenario as adoption increases.

Just last month Nielsen released data that showed Android users spend an hour each day using the mobile Web and apps on their mobile devices. Of the two activities mobile app use takes up 67% of that time compared with just 33% spent on the mobile Web.

Tags: mobile apps, mobile marketing, mobile Web, Nielsen, operating system, smartphone

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