Apple’s heavy-handed approach with its mobile operating system has fueled other platforms’ desires to define a new ecosystem unencumbered by the App Store or Google Play. Prediction.

A Few Retail Apps Dominate, but Most Retailers Rely on Mobile Web. We do not estimate the relative size of app commerce versus mobile web commerce, but it’s an important distinction to recognize. Consumers use both mobile web and apps to make purchases in roughly similar numbers, according to Comscore in Q2 2020.

Increased familiarity with payment options like mobile wallets could make customers even more willing to test other new platforms, particularly if they offer even less contact than a phone.

Mobile Dominance. Three-fourths of programmatic ad spending flows through mobile. For programmatic video, mobile accounts for two-thirds of spending. Mobile’s share of programmatic video spending is smaller than its share of total programmatic spending because CTV has become a popular device for video advertising.

On Instagram, all impressions are attributed to mobile, whether mobile app or mobile web. In September 2021, 47.3% of total mobile unique visits to Facebook’s app in the US occurred on an iPhone versus Android or other mobile operating system (OS) devices, per an eMarketer calculation of Comscore data. On Instagram, 52.0% occurred on iPhone. Those shares have held steady since January of this year.

In every continent except Oceania, Android accounts for a greater share of smartphone web traffic than iOS.

With Olo Pay, customers ordering from restaurants’ proprietary digital platforms (web and mobile) can pay using cards and mobile wallets and can save their payment details for faster future checkouts. Later this year, the feature will expand to offer customers one-click ordering at any restaurant in the Olo Pay network.