A recent study by Flurry showed that on average, users only spend 20 minutes on mobile web compared with 3.7 hours in native apps. Regardless of the cause, mobile web is losing the battle and it doesn’t seem to be getting any better. You might decide to log in within the Gmail browser, then minutes later return in Safari to find that you’re logged out. This results in cookies and session tracking becoming useless.
On my iPhone alone, I have six different browsers with unique cookie space: Safari, Gmail, Facebook, Twitter, Pinterest, and Reddit. It takes over a hundred milliseconds for a tap to be registered within a browser compared to a few milliseconds within the app. Mobile websites are incredibly slow and clunky.Mobile web could never offer the same experience that desktop web could because of two important factors: This effectively fragmented product and engineering teams, ultimately diminishing the overall user experience. There are many factors contributing to the downfall of links as we know them, but it all started when mobile consumers began to prefer the look and feel of a native app to mobile web. We see these missed opportunities every day on mobile. Why didn’t it just open up the app and add it to my queue? I close the mobile web and never end up engaging with the app. I scroll down in the email and press the ‘Listen Later’ button, launching a web page asking me to sign in. One day, I received an email that one of my favorite artists had just uploaded a new mix. I have the app installed and am registered as a paying subscriber for the service. I’m a big fan of Mixcloud, where I can listen to mixes on the go. Let’s take a look at a quick example so you understand what I mean. Cookies can only tell a fraction of the story causing fragmented and broken analytics. Those HTTP standards no longer apply in the mobile world. Everyone knows how it works: You click a link, the browser opens and loads the web page for that link, and tracking is incredibly easy because it’s baked naturally into the HTTP standard. Links are something every product and marketing team has taken for granted for years, since they worked so naturally and intuitively on the web.
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You can also read recent insights on how to use web-to-app banners on mobile.Įven now, eight years into the development of the mobile ecosystems, one of the most basic components of the modern web still doesn’t work: links. This blog post was originally published in 2016.
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