Fresh data from Adobe reveals that six in 10 U.S. mobile marketers will increase their mobile app budgets this year. About 69 percent will spend more on their mobile websites.
Still and all, apps remain the bigger business focus overall. But both mobile apps and websites are a top priority, with a mere 2 percent of survey respondents indicating they would decrease budgets for either.
“These findings suggest that businesses are recognizing mobile is not a single channel,” said eMarketer principal analyst Cathy Boyle. “Rather, smartphones and tablets provide access to two channels—mobile websites and apps.”
Mobile sites and apps serve different functions from a marketing perspective, according to eMarketer.
“While the former offers substantial reach because there is little friction in accessing a mobile website, apps offer an opportunity to create a brand presence on the device and give consumers a slicker, potentially more personalized experience that can engender loyalty and drive sales,” Boyle said.
Boyle stressed that some verticals and business types may be more likely to have both an app and mobile website than others.
Adobe’s research also revealed that companies’ current mobile efforts are directed more toward mobile apps than websites.
“Four in 10 marketers said their organization currently prioritizes apps, and 7 percent reported they are shifting their focus to the channel,” noted Boyle. “When it comes to websites, only 24 percent said they prioritize them—though 8 percent said they’re shifting the focus there. Two in 10 indicated that their company prioritizes both equally.”
To learn more, the eMarketer report is available for review here.