Applications steal the march over Browsers in Mobile media
An year back, i was blogging how Apps are the next generation of Internet Consumer Experience. Those were the heady days with App stores being launched left, right and centre. The pace has abetted as the app store bubble has gone poof… but the apps story remains as relevant and as dominant as ever.
A ComScore study MobileMetrix 2.0 which measures engagement and behaviour on smartphones puts Applications one up over mobile browsers. The analysis of the share of time spent across apps and browsers revealed that even though these access methods had similar audience sizes, apps drove the lion’s share of engagement, representing 4 in every 5 mobile media minutes. On similar lines, analysis of the top properties also revealed widely varying degrees of time spent between app and browser access methods. In both these metrics, Apps outscored Browsers by a margin and more. The chart below demonsstrates Mobile App usage over Mobile browsers for the most used portals on internet:
As Internet access goes Mobile, the apps are beginning to power more and more access and engagement. Apps outscore mmobile browsers in more than a handful ways- Whether it being a push medium for relevant and timely delivery, or in being API guided content awareness and monetization, all screen presence or alternative solutions or powering the Web 3.0 (Internet of all things). Brands particularly are more keen to take the app route to consumer engagement because of the versatility of the app experience which is so relevant to the brand. Integrated service delivery is the key for applications over mobile browsers. Integrated services are those that work on any delivery medium that the consumer may be using: cable, DSL, wireless, wireline or satellite rather than being tied by transaction to one delivery medium.
WIth the iOS, Androids and WP8s driving usage of apps on smartphones, Apps also have a critical mass backing their growth aagainst mobile browsers.