Americans Prefer Their Apps Native, Not HTML5

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BiTE Interactive finds one in five Americans won’t switch operating systems once they have spent $25 on apps

“Smartphone homescreens across the country are littered with the tombstones of mediocre, try-once-and-forget apps” --Joseph Farrell, EVP Operations, BiTE interactive

Native smartphone applications are more likely to result in loyalty and regular usage over HTML5, and one in five Americans will not consider switching mobile operating systems once they have spent $25 on apps. The findings were released today from BiTE interactive, the mobile application specialist for Fortune 1000 brands, which commissioned YouGov to poll the views of a representative sample of 1,127 American adults online.

According to the survey:

  • Two in every three iPhone (66 percent) and Android (63 percent) owners say it is important that the apps they download are native applications that can better make full use of all their smartphone’s capabilities;
  • Only one in five consumers (19 per cent) does not care if an app they are using is native or HTML5; and
  • Almost 7 out of 10 (69 percent) Americans with a smartphone use only 2-10 apps on a regular basis (once a week or more frequently);

“Smartphone homescreens across the country are littered with the tombstones of mediocre, try-once-and-forget apps,” said Joseph Farrell, EVP Operations, BiTE interactive. “Brands and developers too often lose sight of the most important aspects of developing mobile applications: build in-brand, powerful and highly usable apps that continually deliver real value to your users by solving the problem they have asked you to solve. Delivering continued, iterative and brilliantly executed solutions to those evolving problems should always be the primary objective.”

The research revealed that almost one in five Americans (19 percent) will not switch operating system once they have spent $25 on apps. iPhone owners are the most loyal to their apps investment; only 17 percent would be willing to switch to a different operating system – regardless of how much they’d spent – compared with 21 percent of Android owners.

The number and variety of apps available on a particular smartphone is an important factor for one in two Americans (49 percent) when deciding what model to buy. For both Android (69 per cent) and iPhone owners (72 per cent) the apps ecosystem around their smartphone is a key factor in their next handset choice as it is for two thirds of 18-34 year olds (67 percent).

Farrell added, “The app store has been a cornerstone of Apple and Android’s success, and their ability to engender loyalty among their user base. For Windows Phone and BlackBerry the easier route to gaining market share is not on persuading Apple or Android owners to switch, rather on capturing the next generation of feature-phone owners looking to upgrade. Even then, both Windows and BlackBerry must continue to build out their app store propositions, given that the quantity and quality of apps available is such an important factor in the smartphone purchase decision for every other American.”

Research methodology
BiTE interactive commissioned YouGov Plc to poll the views of a representative sample of 1127 US adults. Fieldwork was undertaken between 23-25 January 2013. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

About BiTE interactive
BiTE interactive is a team of experienced problem-solvers skilled in native mobile application development. BiTE partners with Fortune 1000 brands who believe that an app is more than a handsome icon and revenue opportunity and instead, a revolutionary new way to meet the needs and challenges their customers face.

BiTE helps its partners conceptualize, develop and manage the entire mobile application development process–from creative and strategy, business analysis and analytics to launch day. During the process, BiTE offers a unique and resource-saving technology, BiteCore, which empowers its partners to avoid compromise and enjoy the power and functionality of native apps while also gaining the flexibility found in cross-platform mobile apps. Ultimately, BiTE strives to deliver apps for their partners that focus on the details and creativity that keeps their customers hiring those apps again and again.

BiTE interactive’s team is comprised of senior, seasoned digital geeks and cultural freaks passionate about the opportunity mobility holds for both companies and their customers. The company holds many decades of experience combined in mobile application development. BiTE was co-founded by Joseph Farrell and Brant DeBow in 2008.

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Dan Tudesco
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