Many businesses do not (yet) have their own app. Why bother if you can use existing platforms for many aspects of communicating with customers? The answer is simple: your own app is your own TV station.
As a businesses, you determine what your customers see. There is no competition and your customers are not distracted and you have the undivided attention. An example of the book trade illustrates how long customers stay on the website or in the app:
- Direct: 3:27 per user
- App: 3:16 per user
- Google: 2:23 per user
- Facebook: 0:15 per user
The poor performance of social media (in this case Facebook) is noteworthy. Users who come to the website via Facebook only linger for a few seconds and leave the page quickly. Users who navigate directly to the website stay the longest, closely followed by the app.