What You Need to Know About Mobile Apps Before Creating Your Own

The Takeaway
In comparison to apps, the mobile web may seem less flashy. But don’t be fooled: Half of consumers use the mobile web as often as they use apps. And for retailers, it may be a better investment to ensure your site is mobile enabled, especially if driving information is the goal.

Because apps are difficult to get right, embedding advertising in ones that have already gained popularity may seem like a cost-efficient strategy. The finding of this study shows this isn't the case. Retailers should be wary of investing in this type of advertising, as half of the survey's respondents said they completely ignore advertising on their smartphones, and an additional 17 percent who do look never click through.