For mobile owners who prefer using a website than an application when shopping on their device, convenience/ease (39%) and additional features (21%) are the primary reasons for doing so, according to a survey released in August by Adobe. Other reasons chosen for preferring a website include navigation (10%), look/feel (7%), speed (4%), security, and reliability (each at 3%).
Though the Adobe report does not specify whether mobile users overall prefer mobile websites to mobile apps, a March 2012 report from Nielsen found that during the 2011 holiday season, the top 5 retailer mobile websites had far greater reach among US smart phone owners than the top 5 retailer mobile applications, and that overall, smart phone owners of both genders preferred retailers’ mobile websites over their mobile applications. Read the rest at MarketingCharts.
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