Apps may lend themselves to browsing, games and company exploration, but mobile websites still outstrip apps in regard to ecommerce transactions, a recent report has found. Analysis conducted by eMarketer found approximately 19 percent of US retail transactions will take place on a mobile device in 2014. The “Mobile Commerce Deep Dive: The Products, Channels and Tactics Fueling Growth” report also noted that by 2016, this figure is expected to rise to 25 percent.
Apps are certainly the most popular platforms for smartphone Internet use – 86 percent of US smartphone users spent their time on the Internet exploring through apps. Furthermore, a 2013 report conducted by Nielsen found that adult iPhone and Android users spent 65 percent more time on apps than they did in 2011.
App use has not, however, undermined the popularity of mobile website shopping. Approximately 32 percent of US mobile users said in a PricewaterhouseCoopers survey that they made weekly purchases via mobile websites.
Furthermore, 55 percent of those polled in a 2013 Baynote survey said they made holiday purchases through mobile websites rather than apps, up from 43 percent who reported they did the same over the 2012 winter holidays. Conversely, just 34 percent of those surveyed said they used mobile apps on phones or tablets to make purchases during this same time period.
It can be concluded, therefore, that although an asset to companies of all sizes, apps should not be the focal point for businesses when trying to increase ecommerce traffic. Rather, companies should emphasize the importance of creating mobile friendly websites that are conducive to shopping, as creating a rich website both for desktop and mobile use can draw in and retain customers. In short, the easier it is to make a purchase, the better. Those interested in launching mobile websites can approach lenders like National Funding to finance their technological endeavors through small business loans and other financial options.