The ROI of mobile engagement is driven by number of users reached and their level of engagement. While it is true that a native app often has a deeper level of engagement, research shows that the vast majority of regional lifestyle centers do not have the mass to generate a high enough download rate to justify the development costs associated with a native app. The barrier of app download is another contributing factor to low adoption as it requires an extra step prior to engagement. Also limiting is the fact that a native app serves only a single mobile OS.
Critical to ROI is reaching enough engaged users and delivering compelling functionality, In surveying the competitive landscape of native apps and mobile sites for lifestyle centers, The Grove in Los Angeles, California stands out as a successful example of great design, functionality and consumer engagement. We used this feature set as a baseline and determined what would be the most desirable functions for regional lifestyle centers.
Primary Target Population: 472,741
|Channel||Development Cost||Reach (est. engagement)||No. of People per $|
|Mobile Web App||$9,000||46.35%||24.34|
|Mobile App (iPhone Only)||$25 – $50,000||9.63%||1.82 – .9|
|Mobile App (iOS, Android, Windows Mobile)||$55 – $95,000||23.04%||1.98 – 1.1|
Recent developments in the mobile web have allowed developers to design and deploy mobile websites with many of the same features and user experiences previously only available through mobile apps. The parity of market share between Android and iOS segments the market even deeper when considering a platform. The frictionless access to a mobile web app (vs. the need to download & install a native app) results in a significantly higher engagement rate than the vast majority of lifestyle center’s native apps in the market place.
Taking into consideration development costs and reach of target audience, we have confidently reached the conclusion that a mobile web app will provide a superior rate of engagement at a significantly lower cost, and thus, a higher return on investment.[/vc_column_text][/vc_column][/vc_row]