Mobile applications, or apps, are an increasingly important part of omni-channel retailing. While the adoption and usage of apps for marketing purposes has grown exponentially over the past few years. While mobile web browsing is incredibly popular, apps play an important role in consumers’ mobile experience too. Brands may assume that app users are a narrow slice of the population, offering limited opportunities to reach an audience.
Take a glance at the frequency of app categories usage among users:
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