Learn where consumers are really spending most of their time on their smartphones
Published: Summer 2017
It’s no secret: the mobile phone is the screen to be seen. Marketers no longer question if they should advertise on mobile, but how to do so successfully. In a recent industry report, eMarketer acknowledged a flaw in traffic measurement when comparing mobile app usage to mobile web. The report suggested that mobile web is “likely getting short shrift… because a portion of ‘mobile app’ time is spent viewing mobile web pages that are rendered via in-app browser.” How can marketers distinguish these differences in usage and best utilize those insights into their mobile marketing strategies?
To clarify this discrepancy, our research set out to answer the following:
How do mobile web and mobile app usage compare?
How frequently do consumers experience mobile web content through apps?
How much time are consumers spending reading and consuming mobile web content inside of apps?
What content are users consuming in apps?