Apps vs Internet

orange.gifOrange has some new free Orange Exposure research conducted by TNS that concentrates on the path to purchase across the UK, France and Spain. It concludes that 4G networks are igniting uptake in m-commerce, showrooming is on the rise and Android’s dominance over iOS is continuing (also with a leap in tablet market share).

useofbrowservsapps.png 

An interesting insight for mobile developers is that people are increasingly using apps to access the internet rather than the traditional browser. I suspect this means that there are opportunities for brands/companies/developers to create apps that present web site data in more innovative and easier to use ways as opposed to just within a webview in the app.