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BizReport : Mobile Marketing : April 16, 2013

UK research reveals mobile websites more popular than apps

New research in the UK from EPiServer reveals that mobile websites are marginally more popular among mobile users than apps and more popular for making purchases.

by Helen Leggatt

In their recent report, "Mobile Commerce: what consumers really want", digital customer experience firm EPiServer found that mobile websites were slightly more popular among mobile users than apps - 63% vs. 60%.

Furthermore, 51% complete purchases on a mobile website compared to 40% via an app.

These figures show a change in consumer behavior since the previous report, where apps were more popular ecommerce tools than mobile websites. The findings also fly in the face of a global study from Compuware in which 85% of respondents cited a preference for mobile apps over mobile websites.

In the EPiServer research, age and device were key differentiators of consumer preference when looking at mobile purchases.

Older mobile users are more likely to purchase via a mobile website while buying via apps was most popular among 34-44 year olds.

With regards to device-type, 64% of tablet users access mobile websites daily, versus 55% via apps. Furthermore, 74% of tablet users make purchases via websites compared with 60% through apps.

"Since the 2011 report retailers have really grasped the mobile opportunity and thought about the best approach to make the most of it. Looking into the future, we think companies will continue to step up their mobile game," concludes the report.

"Areas of growth such as mobile coupons, self-scanning in super¬markets, NFC and e-wallets mean that there are more options than ever to maximize mobile strategy. With the vast majority of consumers having an internet-enabled device with them at all times, now is the time to really refine brand mobile experience."

Image via Shutterstock

Tags: consumer preferences, mcommerce, mobile apps, mobile shopping, mobile website, research, UK

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