Loyal customers want mobile app
When it comes to mobile almost every company debates this question at some point; whether to go for an installable mobile app or mobile responsive web app. One fact that carries a lot of value in this argument is that the people who install your mobile apps are your most loyal customers. This is important because the most valuable customers of a company are its loyal customers. They are highly likely to promote your business to others and bring in additional revenue. They are also the ones to give you the valuable feedback to improve your product. Therefore , in order to grow fast, a company must take a good care of its loyal customers. The first step towards this is to make them more connected to your brand. A mobile app provides you a wealth of user data for your loyal customers. Mobile apps are one of the most powerful tools for increasing retention of your loyal customers, by offering exclusive benefits such as discounts, promotions, and breaking news.
On the other hand mobile responsive web application is also equally important for new customer acquisition. Most new customers come from channels such as online web search , social media advertisement etc. You mobile responsive website will provide the first impression to new customers and move them down the funnel. Having said that both installable mobile apps and mobile responsive web app are important for your mobile strategy One or other cannot be ignored!
2. People with more devices spend more time online
According to Mckinsey , People with smartphone, PC and tablet spends twice as much time that people with only smartphone and PC. What this really tells us that time spend on tablet does not cannibalizes time spent on smartphone. Therefore if you are really looking to succeed at mobile strategy you must consider making a tablet app as well. Moreover people spend twice as much time on tablet app sessions than on mobile app session, which makes the tablet apps even more worthwhile. (see diagram below) Tablet apps will really let you tap into the full potential of your customers.
Another surprising statistic is that 40% of the people still use mobile devices even when watching the television . Can you still ignore mobile strategy?
3. More session time on mobile apps vs web sessions
Comparing engagement on apps versus the websites across more than 600 brands, Adobe found that tablet users spent on average 24 minutes per app session, while smartphone sessions are much shorter (nearly 13 minutes). Compared to those browsing websites, however, the app sessions are 3-4 times longer.
In order to drill down further , lets look at the Forrester research below.
The time spend on mobile is divided among a bunch of main categories. As you can see the biggest pie is with the social networking . Therefore engaging mobile customers on social media has become imperative. These insights should be funneled into your mobile advertising strategy as well.
In conclusion , the secret sauce to develop a solid mobile strategy is to understand the segment of your customers that are mobile heavy users. Then understand how to tap into this segment of customers via mobile app engagement through custom mobile apps and mobile advertising. The companies that are following this strategy are reaping high returns.