This document discusses the differences between mobile apps and mobile websites. Some key differences are that mobile apps have 6x longer dwell times, allow for personalization and notifications, and leverage device functions. Mobile websites have broad reach but a less rich experience. The document provides recommendations on when to develop a mobile app versus a mobile website, such as developing an app when the experience is too rich for mobile web or to create user loyalty. It also debunks some common myths about mobile apps and websites.
6. Mobile is a hygiene factor now 90% of us are on mobile and ever increasingly expectation of a mobile destination to go to for all brands and services
35. Apps 6x more popular than mobile web Source: Readwriteweb.com June 2011
36. Apps do work Almost 50% of home furnishing customers indicate they’ve have been influenced by mobile apps in their purchase decision Source: Mobile Marketer January 2011
37. Apps 2nd after messaging Apps are responsible for 667 minutes of use per user each month, -> almost as much as messaging (671 minutes), -> and far more than voice (531 minutes) -> and web browsing (422 minutes). Source: Zokem Research January 2011
38. Platform differences iPhone users are dominantin the apps space but don’t expect all owners to be heavy downloaders Android users are splitin their usage of browsers and apps All user groups except Windows Mobile and Blackberry say they preferapplicationsover browsers. Source: Adobe Mobile Experience Survey April 2011
39. Taking over PC’s? More than half (56%) ofsmartphone owners prefer using their smartphone, rather than a computer, to access the internet. Data also indicates another 35% do not prefer using their smartphone for internet access, while 9% don’t know.
40. 26% of app downloaders become loyal users Reported findings show that 26% of apps were used once, never to be used again. BUT- at the other end of the user spectrum - the loyal followers show that another 26% go on to become the most loyal customers. Source: Bizreport.com 26th February 2011
41. 38% Search for info on their phone via Browser 20% use or request a coupon 44% Email 70% Text 48% Take and send a photo of a product 25% Instant message 15% Scan Barcodes Source – 28th April 2011 – British Retail Consortium Source – 28th April 2011 – British Retail Consortium
42. Summary Its not a question about which one – it’s a question of prioritising which one Mobile is now a hygeine factor for anyone who is engaging with users/ customers 73% of brands still do not have a mobile destination that has been tailored for mobile use And Tablets are creating different behaviours and there is a new learning curve for web vs tablet app But messages is the same – you need both
43. Contact Information Caroline van den Bergh| Senior Account DirectorSpain +44 782 488 1119| cv@goldengekko.com Company Golden Gekko Ltd22 Ganton Street London W1F 7BY United Kingdom +44 20 3290 9955 (Sales) +44 20 7558 8107 (Other)
Editor's Notes
The presentation will cover:Short intro GG – 3 slidesApp insights -3 slides3 case studies for Lynx, Malibu and CippiCritical success factors for a viral campaignEngagement – social sharing (physical and virtual)Widely distributed - appstoresApp needs to work on all platforms (so you can share with anyone even if they dont have an iPhone/android = 20% of the population)