Customer Prefer to Use Easy Mobile Apps

Do you know that more than 70% of digital traffic comes from mobile phones? Furthermore, 58% of Millennials said that they preferred purchasing products on a mobile app.

In this article, you will learn about the advantages and disadvantages of using a mobile app versus a website. In short, mobile apps provide a better user experience and additional features such as push notifications, but they must first be downloaded. Anyone with an internet connection can access mobile websites. However, the checkout process and overall user experience of mobile websites do not meet the needs of users. As a result, mobile site shopping cart abandonment is the highest of all.

Daily Usage

Smartphones are owned by 70% of all Americans, while tablets are owned by 50%. These mobile devices account for 71% of the country's digital traffic. Other developed countries are not far behind, if not exceeding, these figures: Mobile internet usage accounts for 75% of Mexican internet usage, 71% of Chinese internet usage, and 67% of Spanish internet usage.

So, how do mobile device users spend their time? According to recent research, 90 percent of their mobile time is spent in apps, with only 10 percent spent browsing the rest of the internet. The disparity is even more pronounced in the e-commerce space: mobile app users spend an average of 201.8 minutes per month shopping, compared to 10.9 minutes per month for website users.

In the future, expect website usage to shrink further as more and more e-commerce businesses move to mobile apps to accommodate consumers.

User Preferences

Why do people spend so much time in apps? Because of the user experience, speed, extra features, and special offers, consumers prefer apps to websites. Millennials, in particular, enjoy in-app shopping: 61 percent of Millennials said they downloaded retail apps, and 58 percent said they preferred purchasing through apps. In addition to Millennials, Facebook data shows that Moms and Multiculturals account for the majority of app revenue.

Browser and app visits are about equal on the internet's 30 most-visited mobile assets, with applications having a tiny advantage — implying that apps are used roughly as frequently as webpages. Because most consumers first visit a website (or web app) before installing a brand's native mobile app, this happens. Users switch to the app for a better user experience and speed once they reach a specific level of engagement. In other words, mobile websites are better for initial awareness and engagement, but apps are better for later funnel phases.

Conversion Rates

So, how do apps perform compared to other channels within e-commerce? Research done by Criteo shows that mobile apps close the deal with consumers. People view 4.2x more products per session within apps, compared to sites. Apps also push more people down the purchase funnel, with 3x higher conversion rates compared to sites and even 1.5 times more conversions per session than via desktop.

Why do apps perform better than sites? We all know that purchasing via phone can be a painful experience. Shopping cart abandonment rates on mobile sites are much higher than on desktop, driving the global abandonment rate up to 73.4 percent. One of the reasons is that customers are annoyed and abandon their shopping cart when they have to fill out their credentials during checkout. Mobile apps solve this problem, due to saving user data.

Customer Retention Rates

The blog Swrve recently dubbed apps "the New Loyalty Cards" because of their strong potential for improving customer loyalty. What he meant is that apps have several key features and advantages that websites (including mobile-optimized ones) do not. For example:

- Apps can send push messages that keep customers engaged with your e-store.
- App icons are visible when a user explores their phone, keeping their brand awareness high.
- Apps can retain user data, enabling one-click checkouts and minimizing load times.

For these reasons (and a few more), 40.4% of all users buy more of a brand's goods after downloading its e-commerce app. 45.9% also end up visiting their physical store more often. These numbers show that users not only use apps but take action after visiting them. Compare this to websites, which barely retain 40% of all visitors past the first few seconds, and it's clear why apps are important for brand loyalty.

Trends for 2022 and Beyond

As of today, m-commerce traffic drives over 50% of e-commerce in developed countries. By 2024, the rest of the world will catch up, at which point mobile devices will be the main driver of digital retail. At that point, an expected $700 billion in annual sales will be directly processed by mobile devices. With app usage taking up 90% of all mobile uptime – more than the entire browser-based internet as a whole – it's clear that most of these sales will be driven by apps.

At the same time, it's too early to declare the end of mobile-optimized websites. Anecdotally speaking, most users still find stores by using their browser. This means that a mobile-optimized site or excellent mobile app will continue to be an important asset for the foreseeable future, even with the above in mind.

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Source: https://appjox.com/blogs/app-development/apps-vs-websites-customer-preference/