With the increase of popularity, usability and overall quality of experience that mobile applications possess, it’s no surprise that around 90% of all mobile users use applications, compared to only 10% who use mobile web browsing. As we continue to discuss in class the importance of website usability, customer experience, accessibility and easy navigation of websites, I think we need to look ahead of mobile applications in the same way. In regards to customer experience, there is nothing more frustrating than an application that is slow, not user-friendly and continues to lag. On the other hand, it’s extremely rewarding when an application is easy to use and navigate, productive in what you need to get done, or what you’re trying to accomplish with the application.
So, why do consumers spend so much time on apps compared to mobile websites?
According to Jmango360.com, it’s because consumers prefer apps over mobile sites due to user experience, speed, extra features and special offers. Compared to other businesses, mobile apps within Retail & E-Commerce are launched the most after news-apps. Especially millennials embrace in-app shopping: 61% of millennials say they download retail apps and 58% of millennials mentioned that they preferred purchasing through apps.
In the image above you can see the pros in using both mobile applications and mobile websites. Clearly mobile applications are far more superior in a plethora of ways, which brings to light why so many more people prefer using them over mobile websites.
Mobile App & Mobile Website as it relates to revenue and e-commerce
Mobile website advertising generated hundreds of billion dollars between 2013-2017, before mobile applications became more frequently used and accessible. Studies show that the trend is starting to shift with technology demands increasing exponentially over the past 2 years. We are starting to see revenue dollars increase over 100% year-over-year.