Mobile analytics firm Flurry have released data which shows that US internet users now use apps more than they do the traditional web, according to an article on the Guardian Apps Blog this morning.
But what does this mean for your business?
Understanding how your users behave online is imperative in creating the optimal online experience for them. With reports continually telling us that mobile usage is on the rise and that apps are becoming more and more popular, it’s easy for businesses to fall into the trap of quickly creating a mobile presence. But wait: is it right for your end user?
Though a mobile presence is ultimately essential for any business today, it doesn’t necessarily need to be a fully conceptualised and designed app unless that’s exactly what your business needs. In our experience with large and small clients alike, it’s often beyond the budget or strategy of the company to spend a lot of money or time on an app. So what are your options on mobile?
1) Mobile website
The rise in mobile app use is not necessarily indicative of what your target audience is doing. A little research into your end user and a look at your site analytics will tell you how much your user currently use mobile and how many would use mobile if it was improved; you may find that a mobile optimised version of your site will suffice and provide the best user experience for your target audience.
2) Mobile app
Mobile apps are often the more labour intensive option for businesses moving to mobile but, if it’s right for your end user, an app can be fantastic for your business. The most successful apps offer a highly engaging experience by providing users with something useful, something of value to them.
The moral of the story here is that yes, many reports are showing that app usage is on the rise but that, ultimately, it is our end user who should dictate the choices we make.