Mobile Apps VS Mobile WebCaroline van den Bergh, Senior Account Director

Team of 100+ people across 5 offices

Cross platform specialists since 2005

200+ apps -> past 12 months

More than 100 brands and agencies have put their trust in us.

Some of our references

Mobile apps vs Web

Understanding the basics

90% of us are on mobile and ever increasingly expectation of a mobile destination to go to

for all brands and services

Mobile is a hygiene factor now

Key differences

Mobile Web• Instant gratification

• Broad Reach – MASS Reach

• Quick reference

• Open standards

• Unclear discovery

Mobile Apps• Dwell time is x6 longer than mobile web

• Intelligence

• Continuous call-to-action -> updates, notifications,

content refresh

• Device leverage -> i.e. Camera, GPS, etc

• Personalisation

• Treated as a product rather than a channel

• Clear Discovery

Depth of Experience vs. CoverageMain Difference

Key visual differences

• Rich user interface

• Quicker navigation (footer bar)

• Utilise full screen and menu tabs

Mobile web Native apps

• As the core element of your mobile presence in any long

term mobile strategy

• If you expect to get a lot of traffic through search

When should you develop a mobile website?

• If the concept/service you want to deliver is too rich for a mobile website

• If the app is used as a tool that complements an existing web online presence

• To make the service more convenient for your users

• If objective is to create loyalty to users

When should you develop a mobile app?

Advantages to a mobile app

Show push/ local notifications

Enhanced access device functions

Icon on home screen

Rich user experience

1. Mobile websites are much cheaper

Common myths

2. Mobile websites always give access to a wider variety of devices

Common myths

3. HTML5 will solve all these problems

Common myths

4. It’s easier to find a mobile website

Common myths

5. A website bookmark is just as good as having the app icon on the phone

Common myths

6. People will just use a mobile app once

Common myths

Mobile Apps Mobile Web (XHTML or HTML5)

SpeedInstant start-up and browsing between pages.

Slow to start up (5-10s) and delays between pages (3-5s)

Reliability Always available Only works with mobile coverage

Ease of use

As easy as sending a text message Mix of regular and mobile optimised pages create bad experience

DesignFull flexibility Difficult to control design across devices.

HTML5 is a big improvement.

Reach 3-4 platforms to reach 80% of users Available to 95% users with some optimisation

Device integration

Full access to most device features including calendar, address book, alarm, etc enabling seamless integration with device

Limited access to the device features such as GPS, accelerometer, social network features, calendar, contacts, camera, etc

DiscoveryDiscoverable by search on app storesAvailable 1-2 clicks away as an application in the phone menu

Discoverable by search (e.g. Google)Possible to bookmark

CostCross-platform development more expensive Similar to website development

User Behavior differences

Typical App versus web behaviours

Apps 6x more popular than mobile web

Source: Readwriteweb.com June 2011

Almost 50% of home furnishing customers indicate they’ve have been influenced by mobile apps in their purchase decision

Apps do work

Source: Mobile Marketer January 2011

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).

Apps 2nd after messaging

Source: Zokem Research January 2011

• iPhone users are dominant in the apps space but don’t expect all owners to be heavy downloaders

• Android users are split in their usage of browsers and apps

• All user groups except Windows Mobile and Blackberry say they prefer applications over browsers.

Source: Adobe Mobile Experience Survey April 2011

Platform differences

More than half (56%) of smartphone 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.

Taking over PC’s?

Source: Bizreport.com 26th February 2011

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 – 28th April 2011 – British Retail Consortium

70% Text 48%

Take and send a photo of a product

44% Email

38% Search for info on their phone

via Browser

25% Instant message

15% Scan Barcodes

20% use or request a coupon

Source – 28th April 2011 – British Retail Consortium

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

Summary

Caroline van den Bergh| Senior Account DirectorSpain +44 782 488 1119| cv@goldengekko.com

CompanyGolden Gekko Ltd22 Ganton Street London W1F 7BYUnited Kingdom+44 20 3290 9955 (Sales)+44 20 7558 8107 (Other)

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