While mobile web browsing is incredibly popular, applications are playing an important role in consumers’ mobile experience too. Brands may assume that app users are a narrow slice of the population, offering limited opportunities to reach those audiences. But many indicators revealed that this info is false. If you’re a brand and you don’t have an app strategy or you aren’t investing in your app development, then it’s going to be really hard for you to engage and monetize the fastest growing population, which are mobile shoppers but as more companies bombard shoppers with emails, fliers and in-store ads that push them to download their brand apps, people are getting savvier and less forgiving if they feel that an application performance is subpar.
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