• Media Consumption & Trends
  • Understanding Consumers

Mobile App vs Website Statistics: How App Usage Compares to Mobile Web Visits in the United States

Matt Kaplan
Content Strategist
8 min read
Posted on April 27, 2020

Looking for mobile app vs website statistics that highlights the differences between the users of mobile websites and apps? Be sure to download our latest report: Apps vs Mobile Websites: Understanding Their Users.

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Top Insights on Mobile Apps vs Mobile Websites

Here’s a sneak peek on some of the top differences across categories between the visitors of a mobile website and an app’s owners:

  • App owners are more likely to be male than female, in most cases.
  • Unlike with gender, there’s no clean split between app owners and mobile website visitors. It really depends more on the space versus the medium itself. But, more often than not, mobile web visitors tend to skew slightly younger.
  • More often than not, app owners tend to make more money per year than do mobile website visitors.
  • Typically, regional preferences and brand loyalties trump mobile web versus app. For example, Chipotle app owners are more like Chipotle’s website visitors that they are like Tesla’s app owners.
  • Across the board, app owners are more likely to be White than Non-White. Mobile website visitors are often majority White as well, but the difference isn’t as stark as it is on the app side.
  • More often than not, what a mobile website visitor is interested in aligns with what app owners of the same brand and space are interested in.

First Chapter of Mobile Application vs Mobile Sites Report

Before you download the entire report, Apps vs Mobile Websites: Understanding Their Users, get a sneak peek of the first page:

“In 2020, consumers in the U.S. are expected to spend close to four hours a day with their favorite mobile devices (3:49 to be exact, according to eMarketer). Across all mobile devices, around 87% of all time spent is devoted to apps - and it jumps to 90% when looking just at time spent using smartphones.

But this doesn’t mean the demise of mobile web browsers. While apps make sense for some use cases, they’re not ideal for certain transactions. Just looking up a quick fact or making a one-time purchase? Mobile web is probably your best bet. Logging into your favorite social network or playing your favorite game? Apps are more ideal here.

So who specifically downloads apps, and who tends to visit mobile websites? To find out, we turned to InMobi Pulse. InMobi Pulse builds a holistic understanding of the customers from across data sources ranging from InMobi Exchange, which reaches 1.6 billion users globally, to permissively-sourced deterministic first-party telco data to stated feedback directly from the customers.

We aimed to better understand how these audiences compare by looking at mobile web visitors and app owners (i.e. people who have the app downloaded on their phone) in the following categories: streaming video, e-commerce and retail, auto, health and fitness, pharmacy/convenience store, home and garden, and quick-service restaurants (including food delivery apps and coffee and pizza chains, among other major brands)."

Like what you’re reading? Be sure to download the report in full today!

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How to Use The Report’s Insights in Your Mobile Strategy

Should your brand have a mobile website and a mobile app, or just one? It depends, although the data shows that since each channel has a distinct audience, it often makes sense to invest in both and to ensure everyone has positive user experiences.

But, it does depend on business vertical. Some industries are much better off investing time and efforts into apps, while others may be better served with just a really good responsive website that’s mobile friendly, no matter what kind of internet connectivity someone may have or what kind of operating system they use.

For both the demand side and supply side, our report provides key insights on audiences. Who should you be targeting, and where can they be found? Before engaging and acquiring consumers, it’s critical to understand and identify who they are what they care about.

For example, let’s say a publisher of gaming apps is pursuing more app downloads. Before beginning the campaign, it’s critical to dive into the data. What app stores do different audiences utilize? Will conversion rates likely be higher in certain locations over others? These questions are critical to answer, and our latest report provides key details for advertisers and publishers in a wide variety of verticals.

These insights can be beneficial for monetization too. According to a 2019 app monetization survey conducted by InMobi, many app developers and publishers don’t necessarily know a lot about their app users. Less than half of those polled said they know the age and gender of their app users, 16% know the hobbies and interests of their user base and just 7% know what other apps they use.

By having more insights on the different types of people using their app, not only can app publishers and developers have smarter user acquisition campaigns in place, but they can also uplevel their monetization efforts. Advertisers are willing to pay more to reach certain audiences. App publishers and developers can make their apps more enticing destinations for advertisers by highlighting how their audience is unique and potentially hard to find anywhere else.

In marketing and app monetization, just like any other field, it pays to know your audience. By downloading our latest report, Apps vs Mobile Websites: Understanding Their Users, you get unique insights on the mobile web and mobile app audiences across industries. Be sure to grab your copy today.

DOWNLOAD NOW

About the Author

Matthew Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices.

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