Progressive Web Apps — The new way to engage your audience through Mobile.

Today, people reach for their smartphones for every need. As this shift occurs, what does this mean for brands? Mobile attention-spans grow even shorter on mobile devices than on Desktop, and Brands are challenged to engage audiences in micro-moments and meet their needs during these short windows of opportunity.

A Google report on mobile behavior demonstrated what people used their phones for and how needs are addressed. Not only is search the most used resource, but it’s also the resource 87% of people turn to first. People use their phones to find a solution to a problem. To-search, To-do, To-go, To-buy.

However, according to Google, 53% of users abandon a mobile site if it takes longer than 3 seconds to load. Google benchmark’s mobile sites that load within 2.4 seconds as ‘good.’ Now, once a site loads, people expect the entire site to respond back to their needs quickly.

Source: comScore MMX Multi-Platform / Mobile Metrix, Dec 2017

Audience reach via the web is three times more than mobile apps

Why Progressive Web apps? Moreover, why you should care.

According to a 2018 U.S. Mobile App Report by ComScore, mobile web drives audience growth. The report indicated that audience reach via the web is three times more than mobile apps.

Mobile apps and mobile web both have limitations concerning meeting the needs of users in any given context. Apps do have an advantage because they add value with fast and robust features like push notifications, location services, the ability to integrate other apps and web, etc. People are spending more than 85 percent of their time on their smartphones using native apps; however 84% of their time is spent using just five apps. 68% of the total smartphone audience use apps, for mainly news, games, entertainment or sports, making it hard to build a more substantial and loyal app audience outside these categories.

As the need to be mobile optimized and mobile responsive shifts, Brands need to build native apps as well as mobile-ready websites to reach their audiences to provide purposeful engagements and snackable content.

Wouldn’t it be easier if you could have both in one? It is not a fantasy, but a reality.

That’s how progressive web apps (PWAs) surfaced delivering, astounding user experiences and the value of a native app-like experience with rich, powerful features and engaging Brand experiences on the mobile web.

So what are Progressive Web Apps?

You could think of a Progressive Web App as a site that is between your website and your mobile application, only having the best of both worlds, without the woes of either. They act and feel like a native app on the device.

Integrated: Progressive Web Apps have app-like experiences and interactions like a native app and do, everything the apps do but within the browser. They are responsive and work on every platform, regardless of device or browser.

SEO & Discoverability: 60% of searches are now from mobile devices, and this number continues to grow. People are actively using their mobile devices to find content, so imagine your PWA coming up in those search results. Users can access your PWA via a simple URL, without having to download it from an app store. PWAs are benchmarked with standard SEO, indexing them for more than just the app’s name, including the content within the PWA.

Engaging: Google-backed PWAs have proven successful in levitating performance, reach and user engagement. PWAs are swiftly becoming the new norm for web interactions. They can send push notifications to mobile devices which makes it a powerful tool for Brands. PWAs can also use device features like cameras, data storage, GPS and motion sensors, face detection, and more, paving the way for AR and VR experiences, right on the web.

Fast and light: PWA methods focus on reliably loading faster and less data! It’s fast, responsive, secure and reliable which makes the engagement and conversion rates higher than that of a native mobile app.

Reliable and re-engagable: A PWA can send real-time alerts to engage audiences, even when the app isn’t running. It’s possible to launch PWAs from your home screen with its save to home screen feature.

Secure: PWAs have better security compared to traditional web apps because they are served via HTTPS.

It’s no wonder brands are adopting this technology. The Financial Times surrendered their native apps in favor of a robust PWA at app.ft.com.

Forbes certainly saw that it was simpler for customers to go to the website and install the PWA to the home screen without installing an app from an app store. Starbucks, Lyft, Uber, aimed PWA’s at users with limited data bandwidth and poor internet connectivity. Web push notifications helped Twitter increase user engagement by 4X. With its outstanding user experiences, AliExpress improved their conversions for new users across all browsers by 104% and on iOS by 82%.

Progressive web apps are not here to eliminate native mobile apps; although some brands have entirely abandoned their native apps. It’s important to figure out how they can work in tandem with one another. The opportunity to incorporate progressive web apps into a mobile content strategy to deliver fast and immersive user experiences can’t be missed, make sure your brand takes advantage.