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Mobile Apps VS Mobile Web<br />Caroline van den Bergh, Senior Account Director<br />
Cross platform specialists since 2005<br />Team of 100+ people across 5 offices<br />200+ apps -> past 12 months<br />
More than 100 brands and agencies have put their trust in us.<br />
Some of our references<br />
Mobile apps vs Web <br />Understanding the basics <br />
Mobile is a hygiene factor now<br />90% of us are on mobile and ever increasingly expectation of a mobile destination to g...
Key differences <br />Mobile Web<br /><ul><li> Instant gratification
  Broad Reach – MASS Reach
  Quick reference
  Open standards
  Unclear discovery </li></ul>Mobile Apps<br /><ul><li> Dwell time is x6 longer than mobile web
  Intelligence
  Continuous call-to-action -> updates, notifications,   content refresh
  Device leverage -> i.e. Camera, GPS, etc
 Personalisation
 Treated as a product rather than a channel
 Clear Discovery </li></li></ul><li>Depth of Experience vs. Coverage<br />Main Difference<br />
Key visual differences <br /><ul><li>Rich user interface
Quicker navigation (footer bar)
Utilise full screen and menu tabs </li></ul>Mobile web <br />Native apps <br />
When should you develop a mobile website?<br /><ul><li> As the core element of your mobile presence in any long   term mob...
 If you expect to get a lot of traffic through search</li></li></ul><li>When should you develop a mobile app?<br /><ul><li...
 If the app is used as a tool that complements  an existing web online presence
 To make the service more convenient for your users
 If objective is to create loyalty to users </li></li></ul><li>Advantages to a mobile app <br />Icon on home screen<br />S...
Common myths<br />Mobile websites are much cheaper<br />
Common myths<br />2. Mobile websites always give access to a wider variety of devices<br />
Common myths<br />3. HTML5 will solve all these problems<br />
Common myths<br />4. It’s easier to find a mobile website<br />
Common myths<br />5.    A website bookmark is just as good as having the app icon on the phone <br />
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Gg mobile apps_vs_web_july2011-5

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Golden Gekko's Caroline Van Den Bergh spoke at GetJar Conference in London about the everlasting discussion: Mobile app vs. mobile web

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  • The presentation will cover:Short intro GG – 3 slidesApp insights -3 slides3 case studies for Lynx, Malibu and CippiCritical success factors for a viral campaignEngagement – social sharing (physical and virtual)Widely distributed - appstoresApp needs to work on all platforms (so you can share with anyone even if they dont have an iPhone/android = 20% of the population)
  • http://www.scribd.com/doc/41655635/AdobeScene7-MobileConsumerSurvey
  • http://www.readwriteweb.com/mobile/2011/05/Apps-6-times-more-popular-than-web-on-phones-less-popular-on-tablets.php
  • http://www.mobilemarketer.com/cms/news/research/8743.html
  • http://www.bizreport.com/2011/03/26-of-app-downloaders-become-loyal-users.html
  • http://www.bizreport.com/2011/03/26-of-app-downloaders-become-loyal-users.html
  • Transcript of "Gg mobile apps_vs_web_july2011-5"

    1. 1. Mobile Apps VS Mobile Web<br />Caroline van den Bergh, Senior Account Director<br />
    2. 2. Cross platform specialists since 2005<br />Team of 100+ people across 5 offices<br />200+ apps -> past 12 months<br />
    3. 3. More than 100 brands and agencies have put their trust in us.<br />
    4. 4. Some of our references<br />
    5. 5. Mobile apps vs Web <br />Understanding the basics <br />
    6. 6. Mobile is a hygiene factor now<br />90% of us are on mobile and ever increasingly expectation of a mobile destination to go to for all brands and services <br />
    7. 7. Key differences <br />Mobile Web<br /><ul><li> Instant gratification
    8. 8. Broad Reach – MASS Reach
    9. 9. Quick reference
    10. 10. Open standards
    11. 11. Unclear discovery </li></ul>Mobile Apps<br /><ul><li> Dwell time is x6 longer than mobile web
    12. 12. Intelligence
    13. 13. Continuous call-to-action -> updates, notifications, content refresh
    14. 14. Device leverage -> i.e. Camera, GPS, etc
    15. 15. Personalisation
    16. 16. Treated as a product rather than a channel
    17. 17. Clear Discovery </li></li></ul><li>Depth of Experience vs. Coverage<br />Main Difference<br />
    18. 18. Key visual differences <br /><ul><li>Rich user interface
    19. 19. Quicker navigation (footer bar)
    20. 20. Utilise full screen and menu tabs </li></ul>Mobile web <br />Native apps <br />
    21. 21. When should you develop a mobile website?<br /><ul><li> As the core element of your mobile presence in any long term mobile strategy
    22. 22. If you expect to get a lot of traffic through search</li></li></ul><li>When should you develop a mobile app?<br /><ul><li> If the concept/service you want to deliver is too rich for a mobile website
    23. 23. If the app is used as a tool that complements an existing web online presence
    24. 24. To make the service more convenient for your users
    25. 25. If objective is to create loyalty to users </li></li></ul><li>Advantages to a mobile app <br />Icon on home screen<br />Show push/ local notifications<br />Rich user experience<br />Enhanced access device functions <br />
    26. 26. Common myths<br />Mobile websites are much cheaper<br />
    27. 27. Common myths<br />2. Mobile websites always give access to a wider variety of devices<br />
    28. 28. Common myths<br />3. HTML5 will solve all these problems<br />
    29. 29. Common myths<br />4. It’s easier to find a mobile website<br />
    30. 30. Common myths<br />5. A website bookmark is just as good as having the app icon on the phone <br />
    31. 31. Common myths<br />6. People will just use a mobile app once<br />
    32. 32.
    33. 33. User Behavior differences<br />Typical App versus web behaviours <br />
    34. 34.
    35. 35. Apps 6x more popular than mobile web <br />Source: Readwriteweb.com June 2011<br />
    36. 36. Apps do work <br />Almost 50% of home furnishing customers indicate they’ve have been influenced by mobile apps in their purchase decision<br />Source: Mobile Marketer January 2011<br />
    37. 37. Apps 2nd after messaging <br /> Apps are responsible for 667 minutes of use per user each month, <br />-> almost as much as messaging (671 minutes), <br />-> and far more than voice (531 minutes) <br />-> and web browsing (422 minutes). <br />Source: Zokem Research January 2011<br />
    38. 38. Platform differences<br />iPhone users are dominantin the apps space but don’t expect all owners to be heavy downloaders<br />Android users are splitin their usage of browsers and apps<br />All user groups except Windows Mobile and Blackberry say they preferapplicationsover browsers.<br />Source: Adobe Mobile Experience <br />Survey April 2011<br />
    39. 39. Taking over PC’s?<br />More than half (56%) ofsmartphone owners prefer using their smartphone, rather than a computer, to access the internet. <br />Data also indicates another 35% do not prefer using their smartphone for internet access, while 9% don’t know.<br />
    40. 40. 26% of app downloaders become loyal users <br />Reported findings show that 26% of apps were used once, never to be used again. <br />BUT- at the other end of the user spectrum - the loyal followers show that another 26% go on to become the most loyal customers.<br />Source: Bizreport.com 26th February 2011 <br />
    41. 41. 38% <br />Search for info on their phone via Browser <br />20% use or request a coupon<br />44% <br />Email <br />70% <br />Text <br />48% <br />Take and send a photo of a product <br />25% Instant message <br />15% Scan Barcodes <br />Source – 28th April 2011 – British Retail Consortium <br />Source – 28th April 2011 – British Retail Consortium <br />
    42. 42. Summary <br />Its not a question about which one – it’s a question of prioritising which one <br />Mobile is now a hygeine factor for anyone who is engaging with users/ customers<br />73% of brands still do not have a mobile destination that has been tailored for mobile use<br />And Tablets are creating different behaviours and there is a new learning curve for web vs tablet app <br /> But messages is the same – you need both <br />
    43. 43. Contact Information<br />Caroline van den Bergh| Senior Account DirectorSpain +44 782 488 1119| cv@goldengekko.com<br />Company<br />Golden Gekko Ltd22 Ganton Street <br />London W1F 7BY<br />United Kingdom<br />+44 20 3290 9955 (Sales)<br />+44 20 7558 8107 (Other)<br />
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