Bye-Bye browsers: Are mobile apps replacing web browsers?

The penetration of smartphones today is driven by a digitally savvy generation that is living life on the go and looking at instant, anytime, anywhere connectivity. Further easy affordability, accessibility and increasing adoption of compelling data plans are driving uptake of latest technologies. The ubiquitous nature of smartphones has created a massive opportunity for organizations and brands to easily reach out to their users. There is a quantum shift in the way users are accessing information, engaging with brands and using their devices. While the smartphone today is a constant companion, many studies showcase dwindling share of time being spent on the web. In fact a massive majority of time, almost 80% is spent on apps: games, news, productivity, utility and social networking apps.

According to app analytics firm Flurry, which tracks app usage on a staggering 300,000 apps on over a billion active mobile devices, users spend an average of 158 minutes each and every day on their smartphones and tablets. Two hours and seven minutes of that is in an app, and only 31 minutes is in a browser, surfing the old-school web.

Brand are quick to realise this opportunity and are leveraging and integrating apps in their marketing mix. Established global brands such as Burberry and Marks & Spencers as well as local brands like Shoppers Stop and Hypercity are increasingly reaching out to their consumers through apps in BlackBerry Word. Within a year of Bookmyshow launching its mobile app, bookings through the app increased to 25% of its overall bookings. 20% of overall searches and 12% of bookings for Cleartrip comes from its mobile app. Today with increased information coming through mobile content, consumers are more open to paying for content on mobile - the paid app market estimated at INR 300 Cr, is far higher than what Indian consumers have ever been paid for digital content consumption.
The slow but continuous shift away from browsers onto apps as the shortcut to everything online has been unfolding fairly gradually. Consumers in a cluttered digital world, look for instantaneous access, immediate gratification and easy convenience. Apps are their one touch/tap gateway to any brand/ any place/ any platform. The experience of exploring and accessing is redefined through apps. To find the availability of a movie, or book bus tickets, cricket scores or price for the stock market, you can use a specific app, without searching on the internet with a browser. A definitely quicker, easier and hasslefree experience.

The Smarter and Faster Way

Research firm Gartner predicts that by 2016, use of mobile apps will surpass that of internet domain names, making mobile apps the dominant means of engaging with brands. Consumers are continuing to try new apps as well, with long-term users adding new apps regularly to their existing stack.

 

One of the primary reasons for the popularity of apps is that apps do the thinking for the user and provide a faster, better experience in an era where time is in short supply. For instance if you are searching for a good coffee shop nearby, to meet your friend. Where am I? The app already knows. The search is contextually relevant to you. That's the way it's going, information about you. Apps are more contextual than browsers and can remember past searches. A browser knows where you are, but it can't do intelligent things for you in the background. Once browsers are closed, that's it, but an app can continue to send information, even when the app isn't in use.

Apps are so addictive; people spend more time interacting with apps than on browsers as taps are more efficient when it comes to using bandwidth.
Some of the key advantages that an app offers include interactivity, personalisation through regular usage, and even offline content in some cases!

Death of the browser?

It has been only few years into this ongoing mobile revolution, but today, there is a clear shift with apps becoming a popular gateway. However in a country like India wherein the mobile revolution still needs to move to the next frontier, the "app vs browser" question will remain a very real consideration for brands who are seeking to establish a connect with users.

 

The article is authored by Annie Mathew, director,
alliance and business Development,
BlackBerry, India