Data collected by market research and consulting firm Parks Associates, found that Generations X and Y tend to prefer using mobile applications rather than Web browsers on smartphones, as compared with older mobile users. This group is especially put off by mobile Web sites not designed for the small mobile screen.
The preference for native mobile applications is growing because apps don’t require users to enter Web addresses or to deal with slow browser speeds. An application can provide a better experience than mobile-friendly Web sites.
When I look at how I use my iPhone, I find I use downloaded applications more often to read information. When I want to look up information, I might use the mobile browser or a search application. It seems to me that native mobile apps will always be preferred when the mobile Web experience (slow loading times, no mobile site) remains poor.
What does this mean for you?
- Make sure your existing Web site is mobile friendly.
- Consider obtaining or creating a mobile application customized for your agency.