Mobile Websites vs Mobile App

Mobile Websites vs Mobile App 101

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http://urmobile.com/

1. Rising consumer demand for mobile


Mobile Websites vs Mobile App 101

2. Companies are gearing up for Mobile3. Mobile website vs mobile app

Agenda

1.1. Rising Consumer Demand For Mobile

Your mobile strategy


According to a study from Google ‘The Mobile Movement: Understanding Smartphone Users’

"Consumers are using mobile phones more than ever for information, news, entertainment, shopping, retail and research purposes."


General Smartphone Usage:

Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.

• 81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone• 72% use their smartphones while consuming other media, with a third while watching TV• 93% of smartphone owners use their smartphones while at home

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

• Search engine websites are the most visited websites with 77% of smartphone users citing this, followed by social networking, retail and video sharing websites • Nine out of ten smartphone searches results in an action purchasing, visiting a business, etc.)• 24% recommended a brand or product to others as a result of a smartphone search

Action-Oriented Searchers:

Mobile search is heavily used to find a wide variety of information and to navigate the mobile Internet.


Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.

Local Information Seekers:

• 95% of smartphone users have looked for local information• 88% of these users take action within a day, indicating these are immediate information needs• 77% have contacted a business, with 61% calling and 59% visiting the local business

take action within a day


Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.

Purchase-driven Shoppers:

• 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer• 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones• 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store


Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.

Reaching Mobile Consumers:

• 71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)• 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads• Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase


Companies gearing up to engage customerson the mobile channel

2.2.


• Companies are taking notice and gearing up to engage customers on the mobile channel. • The fact that consumers always have their mobile phones and are always connected makes this a unique opportunity. • Location and time sensitive targeting are two other factors that make mobile marketing a great opportunity.


Mobile Marketing is very Effective

Here are few reasons why mobile marketing is effective.


1 Reach

• It reaches where other media does not. • Users carry their mobile phones everywhere.


2 Instant

• Research has shown that most text messages are opened in a matter of minutes. • The "instant" factor can enable companies to create time-specific and location-specific marketing programs.


3 Direct Communication • Mobile enables companies to communicate with consumers directly. • Unlike traditional media like TV, Newspapers, etc which is shared – mobile makes it possible to engage consumers one-to-one, which is not possible with other media.


5 Location Aware • Companies can execute location aware marketing campaigns - which is simply not possible with other channels. • For ex deliver a 10% coupon when a customer comes within 2 miles of your company or walks in a store.


6 InteractiveTwo-way communication makes the mobile channel very powerful and compelling for companies.


7 Cost Effective

• Mobile technology like SMS, Mobile Websites, QR Codes, etc is much cheaper than traditional media. • Advertising in traditional media like TV, Newspaper, etc can be very expensive.


Businesses getting ready to launch mobile marketing programs have 2 options

Here are 5 reasons why starting your mobile marketing with building a mobile website is a better option.


Mobile website vs mobile app

• Create a mobile website • Create a mobile app

3.3.


Your mobile strategy Customers prefer mobile websites • According to eMarketer.com - Mobile users polled by Keynote Systems for Adobe reported a preference for mobile browsers to access virtually all mobile content. • Games, music and social media were the only categories in which users would rather use a downloaded app than browse the mobile web. • Their preference for mobile browsers extended to the retail category, with users showing a strong bias toward mobile browsers for accomplishing every mobile shopping task mentioned. • Whether it was researching product and price info or sharing that information socially, mobile users would rather fire up a browser than a dedicated app.

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Your mobile strategy It is pretty clear that mobile websites are preferredby customers.


http://www.emarketer.com/Article.aspx?R=1008010&dsNav=Ntk:basic%7Cmobile+app+survey%7C1%7C,Rpp:25,Ro:0&utm_source=amcagroup.com&utm_medium=blog&utm_content=mobile-website-vs-mobile-applications&utm_campaign=2010


Your mobile strategy Marketing a Mobile Website vs Mobile App • There are thousands of mobile apps out there. For companies it will be a big challenge to stand out and get users to download their mobile app. • Users can find your mobile website via search engines, links from other websites, Twitter and links embedded in emails.

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Your mobile strategy Device Dependency • Mobile websites are generally device independent. • A mobile website will work on any internet enabled device with a browser. • Mobile Apps are device dependent - you will need to develop separate apps for the iPhone, the Blackberry and the Android.

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Your mobile strategy Cost • It is more expensive to develop 3 mobile apps (iPhone,Blackberry, Android) than to develop one mobile website.

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Your mobile strategy Complexity • Since mobile apps are device dependent - the mobile development team will have to focus on technology issues. • We think this time could be better invested in understanding the consumer and how to create a mobile strategy which supports the business objectives.

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Your mobile strategy Mobile website becomes mandatory • Mobile app still NEEDS mobile web to make it the full experience.

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Mobile Websites vs Mobile App

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