Most Smartphone Users Favor Mobile Websites Over Apps

Siteworx’ recent study on mobile experiences and functionality is evaluated and analyzed by Retail Dive and provides key insights for retailers on how to develop a unified mobile strategy.

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As a digital experience agency frequently engaged to advise clients on their web and mobile strategies, Siteworx sought to better understand the quality of the mobile and tablet user experiences that retailers are currently delivering.  Through a brief survey of Internet users which ran from December 28 – December 31, 2012, Siteworx examined user preferences and tendencies while shopping with their mobile devices.

Retail Dive features key findings from the Siteworx study, “2012 State of Mobile Experiences and Functionality,” which looked at how retailers managed their mobile and tablet experiences this past holiday season and how they stacked up against consumers’ expectations. The report points to the need for retailers to differentiate tablet and mobile experiences so the two devices complement each other for shopping.

Highlights of the mobile study include:

  • Users are more likely to use a mobile website than download a mobile app
  • Tablet users are more likely to make purchases than mobile users
  • Loyalty rewards, special offers, and overall speed are the primary incentives that consumers cite when deciding whether to download an app

For more insights read 66pc of Smartphone Users "Favor Mobile Web Over Apps: Study on Retail Dive.

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