Adobe: users prefer mobile Web, sometimes

According to a study by Adobe, consumers prefer the mobile Web over native apps for some tasks. Sarah Perez reports that the study of 1,200 U.S. users found that 66 percent prefer using mobile websites to apps for shopping and entertainment.

However, users preferred apps for other needs, such as social networking, games, music and maps:

“The point Adobe is making here is that apps, while clearly popular, aren’t more popular than the Web itself is in certain categories. There’s an untapped potential for mobile e-commerce, as 38% of respondents said they hadn’t purchased anything from the products & shopping category using their mobile phones in the last six months.”

The takeaway for content publishers is that mobile apps and mobile websites are not necessarily interchangeable; a mobile strategy must address and take advantage of the strengths of each.

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