For a decade, digital consumption meant viewing content through online devices. But, in last few years handheld devices are online too and there is considerable increase in content consumption through these devices. It didn’t take long for publishers to latch on to this trend and create best optimized mobile sites for consumption. Capitalizing on the available opportunity, a number of publishers directly launched mobile sites of high popularity.
In the Mobile age, publishers are more interested in creating sites that are designed to suit mobile devices better. Wap sites (commonly called mobile sites) are much different from a website in both its size and features.
Here are some statistical data on the current trends…
In last two years, Apple and Google have fought hard to popularize their platforms namely: iOS and Android respectively. With brilliant minds framing strategies, Apple and Google have managed to direct mobile consumers to use their respective platforms and draw them to their app stores. These stores have become popular destinations for consumers to search for useful apps.
Currently 50 billion apps have been downloaded from the iOS App Store and 48 billion from the Google Play Store. The Google Play Market is doubling its revenue quarter-over-quarter.
At present there are more than 900 million Android devices in the market as compared to 600 million Apple mobile products. According to The Telegraph, Android smartphone and tablet owners are downloading roughly 2.5 billion apps per month from Google Play and approximately 2 billion iOS apps are downloaded each month.
Another report states that Apps are beginning to dominate traffic. By March 2013 app traffic was 84% of mobile traffic while mobile web accounts for 16% (source: Jumptap’sMobileSTAT report).
Reports from Flurry indicates that 90% of iOS apps in use are free downloads. Consumers who own devices running Android mobile operating system are even more resistant towards paid apps and games than their iOS counterparts. As of April 2013, the average Android app available from the Google Play storefront is just $0.06–the average iPhone app costs $0.19, while the average app optimized for Apple’s iPad tablet costs $0.50. “This suggests that Android owners want app content to be free even more than iOS device users, implying that Android users are more tolerant of in-app advertising to subsidize the cost of developing apps,” said Flurry Director of Industry Insights and Analysis, Mary Ellen Gordon. Read more: Flurry: 90% of iOS apps in use are free downloads – FierceMobileContent
According to a recent survey, time spent on mobile applications has grown upto 90 minutes. Meanwhile, average time spent on the wap has shrunk from 74 minutes to 72 minutes. Users seem to be substituting wap sites for applications, which may be more convenient to access on the device than typing a mobile site URL or invoking the bookmarks menu.
To summarize, app traffic is increasing compared to mobile web traffic and Android users prefer to view content without paying.
Who should get an App ?
Every publisher has amazing content to keep users hooked on to their wap site. But, these days consumers are also looking for ease of access to content. Publishers looking to attract more eyeballs are ensuring prominent presence in every search result. Google Play store is the most popular app store and has an efficient search engine for its apps as well. Thus, it now becomes logical to be also listed in the Google Play store.
Publishers unsure of the benefits of apps for their content should make efforts towards establishing the app presence. Both Wap and App can offer browsing facilities, encryption as well as support most of the handsets available in the market. Apps have several advantages depending upon the extent of efforts poured into the development of an app.
An App Built Around your Current Wap site
AdIQuity is inclined to provide more value to its publishers. Making use of its expertise on app monetization, AdIQuity has launched AppNow, a product that provides solution to leverage on the current mobile trends mentioned above. AppNow is a free, one click solution to convert your wap site into an Android app capable enough of being hosted on the Google Play Store.