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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By Aaron Baar

Advertising and other traditional marketing methods do influence consumers’ electronics purchase decisions — but other areas of content like consumer reviews and buying guides should not be neglected.

After evaluating more than 3,000 purchases of mobile devices, tablets and wearables, Purch and comScore found several inefficiencies when it comes to ad delivery and the information that consumers find valuable when shopping for tech products. According to the report, more than half (52%) of relevant ad impressions for technology came after the consumer had already purchased a product.

“It points to a significant opportunity to retune and refine ad strategies of reaching the consumer,” Erin Kapczynski, vice president of marketing at Purch, tells Marketing Daily.

Beyond advertising, consumers use media technology sites throughout their purchase process, putting trust in product reviews and testing from neutral parties. According to the research, buyers read 80% more reviews and buying guides than news on those sites.

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By Dan Berthiaume

What kinds of searches, ads and content are consumers interacting with before and after a tech purchase?

Purch, a digital content and commerce company, and comScore examined more than 3,000 qualifying purchases during a 90-day period to track key influences and behaviors of U.S consumers before, during and after a technology purchase. Purchases tracked include popular products such as mobile devices, tablets and wearables from top online retailers and brands.
Generally speaking, findings point to inefficiencies in ad delivery and consumer focus on tech reviews and content both ahead of and after making a purchase. The majority (52%) of relevant ad impressions took place after the consumer had already made a purchase. According to study authors, this indicates significant opportunity to place the right ads at the right phase in the consumer journey.

On the content side, tech media sites are the most widely consumed content throughout the purchase journey (pre- and post-purchase), pointing to trust in product reviews and testing by neutral parties that relay accessible information. Tech media site consumption is followed by multi-category retailer and tech retailer sites.
On tech media sites, buyers read 80% more reviews/buying guide pages than news pages. Both reviews and news article readership were split fairly evenly by platform, with 53% of page views on PCs and 47% of pages viewed on mobile devices.

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by AdExchanger

Here’s today’s news round-up…

Yahoo Goes To The Light

Will Yahoo’s reversal of its planned Alibaba spinoff,announced Wednesday, have the desired effect on its core media and advertising business? That is to say, will it raise the valuation of that business above effectively zero? Marissa Mayer told investors, “With a large portion of market cap driven by the Alibaba stake, separation will … ensure Yahoo’s business operations are appropriately valued.” It’s a separate question whether the spinoff will spark a bidding war among potential acquirers, including telcos, private equity firms and big media companies. Such an outcome may be for the best after so many years of fretting about this underperformer.

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By Alan Wolf

A new study by comScore and digital tech publisher Purch provides some insight into which consumer groups buy the most tech devices, what it is they are purchasing, and how they go about doing it.

The study is based on an examination of over 3,000 online purchases of 11 tech categories ranging from laptops and mobile phones to wearable fitness devices between May and July.

Here are the key takeaways:

*Gen-Xers buy more CE than any other age group (45 percent of tech purchases);

*millennials, however, spend the most, about 8 percent more than older shoppers;

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