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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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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: 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: 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|<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 />