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BizReport : Mobile Marketing : January 05, 2016

Survey: People want apps, but simpler

In the mobile space there are experts who insists on apps and those who insist on browsers, but what about the consumer? It turns out consumers want the simplicity of the mobile web - i.e. having everything about a brand in one place - but think apps are more functional.

by Kristina Knight

The takeaway from a new Quixey survey: simplify apps. According to their recent survey about one-third (34%) of consumers believe apps have better features and are more functional that mobile web browsing, but half (49.7%) say apps are too clunky and slow to be really useful.

"Consumers care most about being able to use their phone to do what they want while on the go regardless of whether it's from the mobile web or a mobile app. Mobile web provides a wealth of information, but it doesn't provide all the functions of apps which deliver a superior user experience. Conversely, applications today are siloed pieces of software that don't work together seamlessly. As phones become the primary tool for consumers to get information and complete tasks, it will become increasingly important to be able to find a way to offer all the functions that exist within apps and make them accessible to consumers without the app itself," writes the company.

Other interesting findings from the report include:
• 74% of Millennials say they prefer the mobile web for 'instant gratification' and having everything in one place
• 69% of Millennials say the user experience of apps is what they value most
• 83% of Millennials and other generations use some kind of ad blocking
• Of those who prefer the mobile web (66% surveyed) 32% say they prefer the web because everything is in one place
• Of those who prefer apps 34% say the app features/functionality are the draw, 28% cite the user experience

Image via Shutterstock

Tags: apps vs. browsers, mobile apps, mobile browsing, mobile marketing, Quixey

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