You create a mobile strategy it becomes a good investment for both small and large businesses

Clearly, any company that wants to be competitive must build focus your business in the mobile era through apps and websites that fit all devices.What companies are not as aware of is the impact that a good mobile strategy can result in long-term relationships with customers.

According to data collected by AppsBuilder, users who access an app of a company or brand are more loyal than those who visit your site from a mobile device. Time spent in an app is 3 to 4 times higher than they spend on websites, reaching approximately 24 minutes from time through a tablet and smartphones 13 minutes compared to 4.5 minutes They use each time they visit a website.

The election is conditional and is mainly due to the different goals of each person in the two media. While websites are used for quick information such as checking locations, phone numbers or simply click to access an offer from an email, users prefer apps for prolonged activities, access to exclusive content and offers.

However, reports as developed by Econsultancy late last year, revealed a slightly different scenario where the mobile web clinching against the own mobile applications. Data put his report showed a greater willingness by consumers to decide mobile site to start a purchase process, especially in the US (68% vs 33%); while in the UK this difference was more equal (61% vs 39%).

However, the study itself also highlighted the value of applications when more opportunities to connect with customers. In fact, users use applications twice brand your website. The most frequently used applications are financial, up to 30% more than the rest; while those consulted longer are the travel, being able to spend up to 20 minutes per session. Users of the app and buy online retail industry, also have a high rate of penetration among mobile users, who come to them 5.8 times a month.

Data from other reports such as those developed by Adobe or Forbes, demonstrate optimistic about the future of mobile applications as a marketing tool and meeting point between the company and its customers vision. Baynote in one of his last reports also indicated how shopping online by using the apps had increased by 48% over last Christmas, compared with the previous year. One of the main reasons why many vendors and large retailers are betting on mobile apps in order to retain customers and increase purchasing cycles.

Other studies such as Compuware, confirm this trend. When choosing between using a mobile application, or navigate a website adapted for mobile, users no doubt, 85% stays with the apps.

Why not mobile applications and mobile sites?

According to data from Compuware, 55% noted that utilities are specifically designed to fulfill a function, which directly find what they want, saving time and effort. 48% highlighted the speed of navigation, giving them a positive user experience. To 40% is important ease of use. Mobile applications show an easy and intuitive information, and users get the information they need, or hire the service they are interested in a few clicks.

However, the study also includes mobile applications that are not a foolproof system, and also have their defects, in the form of technical problems and difficulties of use. In this regard, 62% of susuarios found an application that was not working properly, or stop stayed. 47% complain of using mobile applications with slow load time and 40% admit to having met applications that did not fully loaded. Given a negative experience, the response from users is sharp, 79% directly rejects continue to use that application to the first exchange, does not operate; in fact, only 16% would give a second chance.

Despite all this, to AppBuilder, the time spent in front of a mobile application translates into a valuable opportunity for companies to make greater use concentration and user interest in its goals of this and to strengthen the relationship with the client. Ultimately create a mobile strategy becomes a good investment for both small and large companies.

However, the choice may be conditioned by the use or purpose of the mobile user. The mobile Web seems to have even greater challenges ahead.And it is no coincidence. The Search Agency analyzed in this sense the mobile version of the web of the 100 large companies that make up the Fortune index, concluding that most were too slow and not yet optimized.Large companies suspended in optimizing their mobile websites, but even the most negative fact is that other businesses and smaller companies just have websites optimized for proper display through these devices.