When you are using your mobile phone which interface do you prefer, a mobile-friendly website, or a dedicated mobile app? If you answered “app”, you are in good company. As I reported in a previous article, smartphone users on average spend 89% of device time in a mobile app, and only 11% in a mobile browser. Mobile-friendly websites (despite their name) can be difficult to use, are slower to load, and lack the ability to securely store a user’s information offline. These factors lead to a less user-friendly experience on mobile websites, as they require more frequent log-ins, lack the device-specific buttons and touch elements of an app, and must load an entirely new webpage after each action, all of these factors help to fuel the strong preference for apps as the primary content consumption medium.
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