The Mobile Web Might Not Be Dead After All
Apps depend on the mobile Web.
People get most of their mobile content through apps, but that doesn't mean you should cast aside your mobile Web strategy yet.
A recent survey from the Interactive Advertising Bureau suggests that a lot of that app time may be disguising what's really mobile Web browsing. Moreover, the time people spend on several key categories (including magazine-centric areas like news) is a lot closer to a 50-50 app-Web split than mobile usage as a whole.
The IAB report is based on an earlier study from Nielsen that found 88 percent of mobile activity took place in the app environment. The IAB survey says that just 18 percent of users perceive their usage as skewing heavily toward apps though—a significant gap between perception and reality.
A lot of what gets recorded as app time may not really be app time at all though. Or at least it could be a combination of both app and mobile Web usage. More than half of the survey respondents say they use apps as portals to the mobile Web, at least part of the time.
Those usage patterns shift based on what type of activity users are doing at the moment. Looking at news consumption habits, app and mobile Web access are almost identical.
*Charts courtesy IAB