Google
recently published a case study suggesting that app download interstitials on
mobile are ineffective, leading to high page abandonment rates. But Jeremy
Stoppelman of Yelp believes that there might be something more at play.
In 2010, Steve
Jobs made a prescient observation: When it comes to accessing information on
smartphones, people strongly prefer apps over mobile browsers.
A point Jobs
left unsaid — perhaps because it is so obvious — was that in order for
consumers to enjoy the advantageous experience apps provide them, they need to
know the app exists. In other words, those apps must be somehow discoverable.
While many users
find apps by browsing inside an app store, another critical way they discover
new apps is through mobile search engines, like Google. In this way, mobile
search indeed serves a critical function to users: offering a bridge from the
less desirable world of mobile Web browsing to a new world inside apps.
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