Mobile browser traffic is 2X bigger than app traffic, and growing faster

December 29, 2015 6:47 am Published by Leave your thoughts

U.S. Mobile Browser Traffic 2X Larger than App Traffic, Growing 1.2X
Faster: Despite the popularity of mobile apps (an est. 76bn downloaded in
’14), U.S. mobile browser audiences are 2X larger than app audiences
across the top 50 mobile web properties and have grown 1.2X faster over the
past 3 years. Only 12 of the top 50 U.S. mobile sites – including YouTube,
Instagram, Snapchat, and Pinterest- have larger app audiences.

– MORGAN STANLEY RESEARCH, September 24, 2015

mobile_web_growing_faster

Characterizing the browser as the ultimate mobile app, Morgan Stanley cites its own research and comScore data for the proposition that “US mobile browser audiences are 2X larger than app audiences across the top 50 mobile web properties and have grown 1.2X faster over the past 3 years.”

What does this mean for web developers?

Do not neglect the mobile web.

The research note is designed to combat the perception that the mobile Web is anemic or in decline (and by extension, Google). It’s not. As the data show, mobile browser usage is growing faster than apps and delivering larger audiences for most publishers.

Unable to deliver compelling experiences and disappointed by a lack of traction, many retailers have turned away from apps and toward the mobile Web. It’s also becoming more costly to acquire app users due to saturation in mobile apps.

One more thing to note is that US is the only region where app usage exceeds mobile web traffic.

web_vs_app_usage

Image Credit: Opera Mediaworks

In lieu of current trend, optimizing mobile web experience will be an important part for developers.

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This post was written by hackya

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