There was an interesting article in Marketing Week last week about the web vs the app. According to Orange, UK mobile users are more likely to access content on their mobiles through a browser, rather than a mobile app. Furthermore, women are more likely to use a mobile browser than men.
The research, which interviewed 2,000 mobile media users in the UK, France, Spain and Poland, showed browser usage is most prominent in the UK, with 7 out of 10 mobile media users choosing to find information and content in this way, instead of using mobile apps.
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