Just a few years ago we were discussing the disruption of what the world of mobile would be bring to brands current digital media strategy. With mobile usage outpacing desktop usage at over 50% time spent of users 18-44 years old according comScore 2016 U.S. Mobile App Report. The question many brands are facing now is whether or not to be mobile web and/or have a mobile app as part of their marketing strategy? Recently, where I work we are taking an approach of moving all non-mobile optimized websites to a CMS that is mobile responsive. We want to ensure all user experiences are seamless to the device they are on during the moment of interaction with the brands. So back to the question at hand should brands have an app or just mobile web?
According Marketing Land and comScore 2016 Mobile App Report, about 58 percent of total digital media is spent in app. In mobile web, audiences are also about 3 times larger than the app audience and also 2 times faster growth rate. However, app is 20 times more in minutes spent per visitor than mobile web. This data is telling brands that you can reach more user in the mobile web space with little engagement.
If a brand’s goal is to have an app and use mobile web as a vehicle to download the app it would be somewhat difficult to do so with little engagement. ComScore’s Have We Reached Peak App? infographic states that 49% of smartphone users download zero apps per month and of those who download apps only 3.5 apps are downloaded per
month. This is an alarming statistic for brands who are trying to compete for share of app on a user’s device and not to mention brands will need to compete with social networking, music, and game apps which represent half of the mobile app time by users. Brands should be looking at engaging the audiences within theses apps NOT trying to compete separately.
With some of the data laid out here and within the comScore report, would you as a brand invest in the mobile app market or concentrate on the mobile web space?
https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report (Report Slides downlod)
Image credit: to Marketingland and comScore