app world london mobile
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Multi-device, Multi-platform Mobile Apps
Sean McCullough, Senior Platform Engineer, GrouponNov 13, 2014
Leading the way in mobile commerce
Our mobile app is available in 43 countries.
Groupon’s vibrant mobile marketplace connectsconsumers with their local economy
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Nearly 100 million people worldwide have downloaded our mobile app at the end of Q2 2014.
One of the 25 most downloaded free apps of all time in the United States
Mobile accounts for more than half
of Groupon’s transactions worldwide
Sources: Internal Data; iTunes ranking for US stores available here - https://itunes.apple.com/WebObjects/MZStore.woa/wa/viewFeature?id=500873243&mt=8&v0=www-itunes25Bcountdown-appstore
What is the Device/Platform Ecosystem?
3Source: http://www.marketingcharts.com/online/in-the-us-time-spent-with-mobile-apps-now-exceeds-the-desktop-web-41153/
Making actions simple
•Don’t remove features
•Simplify user experience
Don’t waste their time
•Move relevant content and interactions to top
Mobile Product Development
Optimizing for the device
•Less words •More photos and videos•Tactile
Mobile relevance
•Location•Time of day•Device
Mobile Product Development
Test A Test B
The Device Ecosystem
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Mobile Apps vs. Mobile Web
Source: http://www.exacttarget.com/sites/exacttarget/files/deliverables/etmc-2014mobilebehaviorreport.pdf
Benefits of Mobile Web
Mobile Web Mobile App
• More first time users
• Easier to integrate with email and marketing
• Easier to rollout new features
• Simpler Experimentation
• Largest possible audience (5x times more than a native app)
Benefits of Native Mobile Apps
• Greater engagement and conversions
• More “stickiness” and loyalty
• Richer experience
• Better speed and performance
• Sessions are 3x-4x longer
Source: Adobe Digital Index
Not all Native App Platforms are Equal
A word on the Android vs iOS differences…
Source: Adobe Digital Index
• Android apps are used 40% more oftenbut iOS apps still get 2x time spent per month
• Android users download more appsbut discard them after they open them once
Native App Engagement
In the travel industry, consumers spend:•20+ minutes per session on native•4-5 minutes on a web session
Source: Adobe Digital Index
The full page intercept
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And so we get this…
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Feature Parity is Difficult
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Centralized Data Source
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Building a Multi-Platform Website
Web apps and Native apps on mobile have different use cases
Not an “either – or” thing
Takeaways…
Native apps lack:
•Seamless experience to external referrals
•Interoperability with other applications
•Distribution freedom (app stores)
Takeaways…
While native apps are winning, there will always be a place for mobile web.
Depends on:
•Delivering open architecture
•Building performant sites
•Improving user experience of mobile web
Takeaways…
Users expect a seamless experience
no matter which platform/device.
Takeaways…
@mcculloughsean
Groupon Engineering Bloghttps://engineering.groupon.com/