In-App Browsers Bridge the Divide Between Native Apps and Mobile Websites - eMarketer
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eMarketer Interview

In-App Browsers Bridge the Divide Between Native Apps and Mobile Websites

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An interview with

John Koetsier

Mobile Economist, Tune

Topics: Mobile

Interview summary

Mobile apps and mobile websites are often characterized as foes competing for consumers’ attention. But they’re actually more like a married couple, with a strong tie that binds them together. eMarketer’s Cathy Boyle spoke with John Koetsier, mobile economist for mobile analystics and marketing platform provider Tune, about how in-app browsers link mobile’s two media channels, and how an outside force might soon shift consumer attention away from both apps and mobile sites.


eMarketer: How common is it for mobile webpages to be rendered inside native mobile apps?

John Koetsier: Extremely common. But it varies depending on the content category. If a publisher has news stories, funny stuff or quirky, odd little bits, the volume of webpage views coming from within social apps—especially Facebook—is huge. Easily 60% to 70% of mobile webpage views for these publishers come from mobile apps, and easily two-thirds of those views are from social apps, or news apps like Flipboard. On the other hand, views for more task-oriented information or local information commonly come from standalone mobile web browsers [Safari, Chrome, etc.], and are generally referred by Google.