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MobiQuote is clearly a good first step into mobile. Proof is how the agencies in beta saw an increase in quotes. But Mr. Jans is dead wrong on one issue. Customers are using the App Store and the Play Store just like they use search engines. It was not what we expected, but it is what happened from the very first day we put an app in the Market. Thousands of folks have downloaded one specific agency app that does nothing but give a car insurance quote. There are tricks to getting found in the App Store and the Play Store, just like their are tricks to being found in search. And then, of course, you have to build the app to be used the way mobile users like to use apps – which is very different than how they use a web site. Don’t settle for a partial solution with just a mobilized web site. Get the most you can by also having native apps.
Duke, I would have to disagree with you. As a copywriter/marketing consultant who has studied online consumer behavior extensively (especially mobile), we’ve found that consumers do much more business on mobile websites than on apps.
Recent data from Nielsen reveals top retailers achieved better results from their mobile websites during the holidays than with their mobile apps. Based on metering of 5,000 smartphone phones, 5 of the top retailers – Amazon, Best Buy, eBay, Target and Wal-Mart — found 51% of their smartphone users preferred their mobile sites while only 28% chose to use their apps.
And here are some additional resources I found in the course of my research:
http://econsultancy.com/us/blog/6692-mobile-commerce-ten-reasons-to-choose-the-web-over-apps
http://www.cmswire.com/cms/web-cms/why-mobile-websites-are-better-than-mobile-applications-part-1-007169.php?pageNum=2
http://gigaom.com/2012/03/12/smartphone-owners-turn-to-retail-mobile-websites-over-mobile-apps/
Joshua, You are correct that more purchases go through mobile websites. That is because those activities are far more often done on a tablet with a larger screen. All published studies I have seen document that. I fail to see how that can cause a disagreement about whether people are using the app stores as a search engine.