According to the results of a study from Compuware Corporation, the majority of mobile device users prefer mobile apps over mobile websites due to ease of use, navigation, and convenience. For B2B marketers, these findings indicate that it is not enough to have your site optimized for mobile browsing; clients and consumers must also have the option to access your site via mobile app.
The study surveyed mobile users from across the globe and discovered that an estimated 85% prefer accessing a brand through a mobile app rather than through a browser-based HTML mobile site. A key reason, according to Compuware Corporation, is that many mobile applications have content stored that can be accessed without an internet connection. Mobile users cited a preference for mobile apps because it gives “easy access to product and store information, help planning and navigating, the ability to communicate in real time.”
According to the study, users expect an app that “pushes out personalized content, offers and perks based on their interests, while providing the ability to share offers, news and product recommendations virally on their social networks.” Steph Pierzchala, Technology Strategist, at Compuware APM Center of Excellence said, “With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen—it takes a conscious effort throughout every stage of the design and development process to get it right.”
For B2B marketers who have released or intend to release a mobile app, these findings stress the importance of prioritizing mobile app development that offers the highest level of performance and user satisfaction.