m-Commerce vs Apps?
Consumers to date have exhibited a certain resistance to shopping with apps - a recent survey by Adobe System found that 67% of shoppers preferred shopping via a mobile optimized website rather than an app. Similarly the IAB found that consumers appear to spend more on mobile commerce sites with an average transaction value of £20.77 compared to just £13.15 via an app.
However it needn’t be an either/or scenario - some proactive brands like eBookers are using both:
- An integrated ‘explorer’ ipad app to entertain and create deeper engagement with their target audiences
- Whilst their mobile commerce sites operate as efficient store front for completing the transaction once consumers have made their decision.