The Convergence of Web and App

Consumers today live on their mobiles, with more than half of the UK smartphone users (53%) checking their devices within 5 minutes of waking according the the Deloitte UK Mobile Consumer Survey 2015. It is therefore unsurprising that brands are following the trend and increasingly aiming to deliver experiences developed for mobile audiences. But even as brands are finally making the move to a mobile - first approach, a new challenge has reared it's head: the converging app and mobile-web experience.

The Convergence of Web and App

Consumers today live on their mobiles, with more than half of the UK smartphone users (53%) checking their devices within 5 minutes of waking according the the Deloitte UK Mobile Consumer Survey 2015. It is therefore unsurprising that brands are following the trend and increasingly aiming to deliver experiences developed for mobile audiences. But even as brands are finally making the move to a mobile - first approach, a new challenge has reared it's head: the converging app and mobile-web experience.

Marketers have to create a more personal and engaging app experience but also prepare for when web and mobile merge into a more fluid system centred on content and discoverability, rather than friction and discrete downloads.

With apps becoming as accessible as web browsing and the mobile web becoming as experiential as apps, what impact will this have on marketers’ engagement with their consumers and how must their strategy evolve?

The Drum has partnered with Tune to explore this converging space. This report highlights some of the main reasons behind this convergence and explores some of the likely implications for both marketers and consumers.

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