Mobile web usage has greatly increased over the course of the past few years due to the overall number of available smartphone models and smartphone users. In lieu of this growth, Germany-based statistics portal Statista projects that there will be 247.5 million smartphone users in the United States alone, up from the projected 223 million in 2017; and worldwide, this usage is expected to reach 2.5 billion by 2019. And the rise in smartphone use goes hand in hand with the increase in mobile app downloads worldwide. Statista’s data predicts that there will be approximately 197 billion mobile app downloads by the end of 2017; and that by 2021, a total of 352.9 billion apps will be downloaded.
One of the driving factors that make smartphones popular is their ability to access a wide variety of information (whether that be social, gaming, or business) via mobile apps. Mobile applications offer users a host of features, sharing options, and more to help them make the most out of their smartphone experience. In fact, the enormous growth of smartphones and smartphone traffic has been so great that it is helping to shape and drive the e-commerce market, too.
In an interview with SourceForge, AppInstitute’s CEO and Founder, Ian Naylor, highlighted how mobile e-commerce has greatly changed due in part to smartphone use. He also revealed how there is one great hurdle that companies must overcome when it comes to supporting and driving e-commerce: the expectation of consumers. Most (if not all) customers would choose to refuse to transact with businesses whose applications do not meet the ease and convenience they expect. “They expect an experience that makes their predetermined transaction as simple as possible,” said Naylor. “If you aren’t offering a frictionless mobile-first solution, there is a high chance they’ll end up going over to the competitor that does cater to their expectations.”
In order to meet this growth in the mobile market and the ever growing expectations of the consumer, there is a new solution on the rise: Progressive Web Apps.
Progressive Web Apps, Defined
A Progressive Web App (PWA) is defined by Google Developers as “experiences that combine the best of the web and the best of apps.” PWAs are different from native apps and websites because they load faster (even in uncertain network conditions), respond quickly to user interactions, and create an immersive user experience.
Ian Naylor, CEO and Founder of AppInstitute
“Progressive Web Apps are a browser-based solution, so they utilize web-based languages to create that distinct app-like experience yet they don’t require installation,” Naylor added. “A native app, on the other hand, is created around a specific platform (iOS/Android) which means it requires installation before using.”
One of the most notable companies to adopt PWA is Twitter. Prior to launching Twitter Lite Android in the Philippines last month, people behind the micro-blogging site also introduced Twitter Lite in April. The Progressive Web App version is accessible via the web and runs at under 1MB, with the promise of giving users the same experience as the native Twitter app.
In the company’s blog post from April 2017, Twitter Product Manager Patrick Traughber noted some of the barriers to using Twitter: slow mobile networks, expensive data plans, or even the lack of storage on mobile devices. With these in mind, it makes sense that Twitter offered a solution that will not only keep their current users updated but also encourage new ones to be in the loop.
Other companies are also taking advantage of PWAs. Magento, a cloud commerce company, announced the development of all-new progressive web apps. Collaborating with Google, Magento will launch Magento Commerce Community next year with a promise to give it native PWA capabilities.
The Direct Benefits of PWAs
AppInstitute pushes companies (especially small and medium-sized enterprises) to adopt new technologies that will give them a leverage in the business. And in order to help persuade businesses to adopt PWAs, AppInstitute compiled the following statistics from Google’s case studies on PWAs:
PWAs are reliable, fast, and engaging.
- 68% increase in mobile traffic
- 15x faster to load and install
- 25x less device storage required
- 52% average increase in conversions
- Sessions are on average increased by 78.25%
- Engagement is often increased by 137%
- The average load time for a page is 2.75 seconds
- Compared to mobile website’s, bounce rate is reduced by a phenomenal 42.86%
- On average, page views increased by a staggering 133.67%
PWAs, unlike native apps, are not platform specific, and thus can work on any mobile device with a modern web browser. There is no need to update the app through any of the various app stores because of the service worker update process, a background script which allows apps to used cached assets. Moreover, PWAs can index into Google which means they are searchable.
For consumers, PWAs are also safe options because they need to be secured through HTTPS. Consumers can also opt for push notifications or to install the app for quick access.
“Progressive Web Apps are incredibly lightweight and fast, even on slow connections,” said Naylor. “Put simply, consumers crave information at the touch of their fingertips which a PWA delivers. Now, every sector has its challenges, and PWAs are helping to solve those issues at the beginning of marketing funnels.”
AppInstitute and Progressive Web Apps
AppInstitute recognizes the benefits of PWAs to SMEs.
After recognizing the huge potential of PWAs and the benefits they offer to small and medium enterprises (SMEs), AppInstitute added Progressive Web Apps into its lineup. This came just around the same time Apple announced some changes to its App Store guidelines. One that can particularly affect consumers is rule 4.2.6, which states: “Apps created from a commercialized template or app generation service will be rejected.” This particularly challenged AppInstitute’s clients.
AppInstitute, through its drag-and-drop app builder platform, allows even the least technical business owners to create, launch, and manage business applications. More importantly, AppInstitute offers mobile marketing tools like geo-location push messaging and user targeting. The addition of PWAs is part of the company’s effort to help address business challenges along with the anticipated direction of mobile evolution.
“At present, we are among a few companies offering the ability to build a Progressive Web App on a DIY platform.,” Naylor concluded. “But what separates us from the competitors? Nearly a decade of empowering businesses with the tools they need to succeed.”
About AppInstitute
AppInstitute offers a cloud-based service that allows even the least technical small and medium enterprise owners the chance to create their own app. It envisions to empower businesses and individuals to develop, launch, and manage their own applications for the most manageable price.
Founded in 2011, AppInstitute is centered in Nottingham, United Kindom. It is backed by the Foresight Group private equity fund and caters to over 100,000 customers in 138 countries across 6 continents.