How Mobile Apps Stack Up Against Mobile Browsers - eMarketer

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How Mobile Apps Stack Up Against Mobile Browsers

Users like that mobile apps push out notifications

January 14, 2016

Mobile device users are split in their preference for mobile apps vs. the mobile browser, per December 2015 research. Nearly one-third say they prefer to use both at different times.

Quixey, a mobile app search company, revealed that 32.6% of US mobile device users prefer to use both a mobile app and a mobile browser at different times. Taking a closer look, 19.6% of respondents said they preferred a mobile browser, and 23.1% of mobile device users said they favored mobile apps. Some 24.7% said they had no preference.

When it came to why users liked mobile apps, 28.3% said they provide a better user experience. Additionally, respondents liked that apps offer access to more features and capabilities and that they have push notifications and alerts. They disliked that mobile apps take up storage space on their phone and don’t provide enough access to everything they need.

Mobile device users were also asked what they like, and don’t like, about mobile browsers. Nearly one-third of respondents said they like that mobile browsers provide access to all the content they’re looking for in one place. Additionally, 23.2% said there’s no need to install anything new on their device.

Some 20.5% of respondents said they didn’t like that mobile browsers weren’t as fast as an app. The fact that the user experience wasn’t as rich and there were no push notifications were other reasons respondents disliked mobile browsers.

Time spent on apps and the mobile web is growing. eMarketer estimates that in 2015, US smartphone and tablet users spent an average of 3 hours and 5 minutes a day using mobile apps, up from 2 hours 51 minutes in 2014.

By 2016, mobile device users will spend 3 hours 15 minutes per day using apps. Time spent on mobile browser activities will hold steady at 51 minutes this year and next.

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