Web and AppWebsite and App
Distinction between Web and App Shop on the go
To find out which channels are best to use, marketing professionals must first link their trading efforts to a strategy. Purchasing patterns also vary considerably from smart phones to tables. "The way of thinking goes before the range of tools," said Eric Feinberg, chief executive of mobiles, as well as medium and entertaining at ForeSee, New York. "There is a clear difference between the attitude of the client who visits a tray and that of a cell-player.
ForexSee has recently published a review that examines the top 20 consumer mobility websites and applications and how they perform in terms of consumer services in the list of the top 20 companies in the industry in the Mobile Satisfaction Index (see history). According to the survey, 65 per cent of mobiles are repetitive customers this Christmas period. Thirty five per cent of Internet surfers are for the first of their kind mobility purchasers.
Twenty-eight per cent of buyers in the survey were on portable websites, while 32 per cent were on applications. Despite representing a smaller number of customers, the app respondents were most happy with their portable experiences. Figures refer to the Web, which attracts a greater number of people.
In addition, 37 per cent of respondents to the survey either viewed a portable website or app on the basis of their trust in the franchise, and showed how today's consumer expects their favourite merchants and franchises to have a portable experience. A recent Javelin Research survey looks more deeply at the difference in buying between Web and App onlineers.
Recently, Javelin Research's "Mobile PaymentSit 20 trillion dollars in 2012" has found some interesting discrepancies between web and app shoppers: Trade with portable web and applications will earn 20 dollars, according to the survey. Three billion of the entire wireless ecommerce marketed by 20 dollars. It shows that despite the focus on receiving payment on the move, the actual chance for mobiles to make money is still in applications and websites.
Pro Javelin's results, app-shoppers average 2.5 deals and spending $26 a month. Fifty-four buys with $37 a month in spending Small objects such as ring tones, pay phone applications, and tunes due to the app's smaller expenses. In addition, the survey found that 59 per cent of respondents used both a portable app and a website to buy.
It is interesting to note that 27 per cent of our customers buy only via the web. 14 per cent of the survey's respondents only used appetizers for shopping. These numbers show why it is important for a brand to have both a portable website and an app. App sells most likely reflect customers who are downloading only a few of their favourite brand applications onto their equipment.
However, the same user also shops on the web. To reach the broadest group of audiences, branding needs to evolve both portable websites and applications. Once marketing professionals have understood how customers buy, the next stage is to create portable websites and applications to replicate the behavior inherent in each channel through merchandise.
As an example, a portable website might be better placed to market best-selling items or the latest collection. Conversely, applications can use the purchasing histories of faithful users to offer suggested items. The site is also an important element that needs to be integrated into wireless ecommerce applications and websites. An easy shop locator can help a web shopping enthusiast find the item in a bricks-and-mortar shop, while an app can locate the site-specific stock and deals.
"In contrast to the Web on the move, abundant applications can be proactive in understanding when a buyer is visiting a shop, and this extra real-time setting opens up new opportunities for retailers to retain that consumer," Mr. Newman said.