Insights, privacy, m-commerce, consumer, Apps

Why do consumers prefer apps to websites?

May 26, 2020

The time mobile device users spend on apps has increased. In fact, there has been a 20% increase in app usage. Time spent on mobile browsing, on the contrary, has come down to only 8%, a significant decrease from the usage statistics of previous years. (Source: Flurry)

Research also shows that a whopping 89% of users’ mobile media time is dedicated to app usage, and only 11% of their time is spent on mobile web. (Source: Smart Insights)

So, why are mobile apps gaining prominence so fast? Here are some reasons why consumers tend to prefer these powerful content packets to browsing the mobile web:

Personalization is More Personal with Mobile Apps

Research reveals that 91% of consumers would prefer to shop with a brand that provides personalization. 83% of consumers are not hesitant to share their personal data to experience a personalized brand experience.

Consumers can customize mobile apps to their location, interests and usage behavior. For example, a music app can be customized to deliver music of the particular genre, language or singer, that the user is interested in.

Customers can receive timely and relevant marketing messages with app features such as push notifications. So, if a customer is in a specific geographic location, they can receive a push notification informing them of a discount sale at the store’s branch nearby.

Another type of personalized messaging is through in-app notifications, which consumers can view when they open the app.

Push and in-app notifications are non-intrusive. Customers get value-adding messages and retailers have a greater chance of conversions. In fact, retailers with a shopping app saw only a 4% conversion rate on mobile web compared to a 18% conversion rate on mobile apps. (Source: criteo).

Enhanced User Experiences

Mobile devices have a range of features, which when well-utilized by businesses help deliver enhanced user experiences to consumers. Use of native apps, for example, increases app loading speed for consumers. In addition, the quality of media and other content is also enhanced.

The increase in quality is because native apps are developed for specific devices and platforms. Native apps use the inbuilt features of the devices and platforms they are built for, to deliver rich content experiences.

Similarly, customers shopping on mobile commerce platforms such as Shopify, experience faster app loading times, better search and navigation features, and a clear and secure checkout process. In short, shoppers experience easy, convenient and safe shopping with mobile apps.

Mobile commerce statistics show that 83% of people using mobile devices for shopping do so with shopping apps.

With mobile commerce on the rise, more and more e-commerce retailers are moving to app commerce to tap the rapidly-growing market. Other types of mobile commerce apps that are popular amongst consumers include mobile banking and mobile payments.

On a global scale, mobile commerce sales are set to consume over half of e-commerce sales by 2021. (Source: 99firms)

Exposure to Newer Brand Experiences

Apps offer more possibilities when it comes to presenting brands. Customers get to enjoy newer brand experiences, thanks to the unlimited design opportunities presented by mobile apps.

Apps give brands the liberty to divert from their traditional website designs to deliver styles that are more spontaneous, customized and therefore more fun, engaging and personal to customers. For example, a brand may develop an app for its new product launch, using a design that is completely different from its company website.

In Conclusion

Consumers are interested in mobile apps that makes their lives easier. If your business is looking to tap the mobile market, it is important to solve a problem for your customers through apps. So, find out the value you can add to your customers’ lives if you want to build an app that is successful. Use the expertise of a mobile development agency to ensure maximum app customization.