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Mobile shoppers prefer m-commerce sites over apps, study finds
Two-thirds of respondents choose to shop via the mobile web than through an app.
Managing Editor, International Research
A new study from Adobe Systems Inc.’s Adobe Scene7 finds mobile consumers generally prefer to shop on a mobile web site than through a mobile app. Two-thirds of those polled say they prefer shopping via the mobile web over apps. However, when it comes to games, social media, maps and music, respondents prefer using apps.
Among all four of the categories examined—consumer products/shopping, media/entertainment, travel and financial services—respondents report equal satisfaction levels with their mobile browser and app experiences and spend nearly equal amounts of time interacting with each.
“While downloadable mobile apps have drawn considerable buzz, they do not appear to surpass the mobile web in user satisfaction and engagement,” the report says. “Overall, respondents report equal satisfaction levels with their browser and app experiences, and spend nearly equal amounts of time interacting with each.”
The report also finds mobile users are most satisfied with media/entertainment and consumer products/shopping sites and apps. The media/entertainment category is the most popular, with 97% of respondents reporting they had interacted with media content through their mobile devices in the last six months.
The study, conducted by Keynote Services on behalf of Adobe, surveyed 1,200 U.S. consumers across a range of age groups.