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Apps and Mobile Web: Understanding the Two Sides of the Mobile Coin

Apps and Mobile Web: Understanding the Two Sides of the Mobile Coin

An IAB research report that explores how mobile consumers experience content

Media companies, agencies, and marketers face some confusion regarding whether they should focus their strategies predominantly on apps or mobile web. At the simplest level, many measurement firms report that mobile internet usage gravitates very heavily toward mobile apps, and so a naïve view emerges that apps have somehow “won,” and that mobile web is unimportant.

To investigate the question of browsing versus using mobile apps, the IAB commissioned Harris Poll to survey over 2,000 U.S. adults about their views on apps and mobile websites, and how they find and share both apps and websites that they access on their smartphones. The survey was conducted online in December, 2014. Read the full study here.

Delve into the two modes of mobile: apps and mobile web

Read The Wall Street Journal Story

Read the Press Release