The majority of mobile marketers plan to increase the budget allocated to apps and websites in 2017, or to keep it the same as in 2016. Only 2% will decrease the allocation, according to data from Adobe, presented by eMarketer.
Mobile website development will see the larger increase, with 69% stating the budget will go up, against 60% for mobile apps. More mobile app budgets will stay the same, at 38%, than mobile website budgets at 29%.
Cathy Boyle, principal analyst at eMarketer, said:
“These findings suggest that businesses are recognizing mobile is not a single channel. Rather, smartphones and tablets provide access to two channels—mobile websites and apps. While the former offers substantial reach because there is little friction in accessing a mobile website, apps offer an opportunity to create a brand presence on the device and give consumers a slicker, potentially more personalized experience that can engender loyalty and drive sales.”
Despite the budget allocations being larger for websites, Adobe points out that apps have a higher priority in businesses than mobile websites. Its data shows at the end of last year, 40% prioritized apps, against 24% for mobile websites. A total of 21% said both apps and the web received an equal level of prioritization.