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A Beginner's Guide to Mobile Marketing by Molly Garris, Karen Mishra

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CHAPTER 4

Mobile Applications (Apps)

App Mania

In addition to using mobile websites to browse for information, 90 percent of smartphone owners download mobile apps to access information.1 Of these app users, a recent Compuserve survey revealed that 85 percent prefer mobile apps to mobile websites. Users believe apps to be

•more convenient (55 percent);

•faster (48 percent); and

•easier to browse (40 percent).2

App icons allow for quick, easy access to a brand’s or service’s content, so they are especially useful for those you revisit frequently. Apart from the convenience of the icon shortcut, apps also create a superior experience by tapping into a smartphone’s features and functionalities. Features such as the microphone, the accelerometer, ...

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