Native vs mobile apps

With over 60million smartphone users across five major European markets, it’s becoming accepted that mobile is built in to every organisation’s online marketing strategy. However, with the ever-increasing range of handsets and no real sign of a winner yet, how should companies address the mobile market?

Many instinctively turn to a native phone app. However, recent research from Google and Taptu suggests that the native app may be somewhat failing to attract smartphone users. Furthermore, it shows that the future is more likely to be dominated by cross-browser mobile websites. Taptu’s study found that 81 per cent of smartphone users use their phones to browse the web but only 68 per cent use an app.

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