From the August 2017 comScore study slides:
- users spend 87% of their time in apps, 13% in mobile web, however… (slide 5)
- across age segments, users’ top 10 apps account for 96-97% of their app time (slide 9) – i.e. Facebook, YouTube, Google Search, etc.
- mobile web gets 2.2x more unique users per month than apps (slide 6)
From this data, it seems that the casual customer would be more likely to visit a mobile website than download and install an app.
A quote from a recent Morgan Stanley analysis:
‘As a crude generalization, the browser is for more casual audiences and apps are for more frequent and loyal customers.’
So both mobile web and mobile apps have their place.