Monday: Understand Native App Considerations

It's hard to imagine our world without apps. They enable us to quickly access the information we need, listen to the music we love, buy the products we desire, read bedtime stories to our children, and plan almost every element of our work and home lives. In a very short time, we've come to rely on them. According to research firm TNS (www.tnsglobal.com), a member company of the Kantar (www.kantar.com) global insight, information, and consultancy group, 45 percent of U.S. mobile phone owners (comprising those with both feature phones and smartphones) use apps, and an additional 24 percent who don't are interested in doing so (see Figure 5.1). Globally, research and advisory firm Yankee Group (www.yankeegroup.com ...

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