By Judith Aquino

It’s time to move past the native app versus mobile web debate.

A lot of digital ink has been spilled over the mobile web versus native app debate, but it’s time to call a truce. The question is not which will win, but rather, how can businesses leverage both environments to provide a frictionless user experience centered on value?

It’s unquestionable that consumers have embraced mobile apps. In 2015, mobile devices accounted for 62 percent of digital media time spent, according to comScore. Mobile apps on their own drove the majority of mobile usage at 54 percent. And app users are a loyal group. User activity is concentrated within a handful of an individual’s most-frequented apps. Nearly 50 percent of all time spent on apps occurs within a user’s most commonly used app. And about 8 out of every 9 minutes is spent among that user’s top five apps.

If app users are selective and dedicated; mobile web audiences are the casual daters. Mobile web audiences are growing twice as fast as mobile app audiences, but as the size of the mobile web audience rises, the depth of engagement declines, comScore reports.

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