People spend over two hours a day browsing the web using conventional app interfaces, and despite the rise of mobile and mobile-first design, desktop audiences are still significant. So, which platform should you adopt for a new digital service, mobile app or the web?
The web is superb for acquiring new users and building a brand. Nearly all brands that opt for an app-based approach build a website, if only to market their app. A domain name and a website for your brand is a good start, but not enough On the web, you need content that enables both search engine optimization and social sharing, both of which help you to find an audience. Organic (non-paid) traffic can be extremely valuable for new brands and doesn’t really exist in the app world.The reaction rate is the measure of how often people take action after being prompted with a notification. This is where all platforms stumble, the average reaction rate being just 7.8%. This figure is declining (down from 8.4% in 2017 to 7.8% on H1 2018, data from Accengage), so fewer than one in 10 notifications prompt user action. Perhaps these low notification reaction rates give a poor impression of their effectiveness. But let’s consider silent and lock-screen notifications. A lock screen provides a particularly interesting way to “consume notifications”, and in several use cases it is enough for the user to see and dismiss the notification without consulting the app.