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The Mobile Web The Lean Back Legacy

Report by Karol Severin
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The 20,000 Foot View

Mobile is changing the face of web browsing with a sizeable portion of monthly unique website visitors having already migrated to mobile. This divides between those who visit sites from mobile apps and those who choose a mobile web browser instead. User data around this migration reveals significant differences between the type of consumer engagement via a mobile web browser versus and app and desktop. 

Key Findings

  • Mobile browser            is not simply a scaled            version of overall web traffic            both environments distinct and suitable            different mobile strategies
  • Out of            mentioned,            placed in both the            Web top            chart and the            Browser top           
  • Mobile browsers            themselves better to the nature            Lean Back and Quick Reference           
  • Apps lend            better to the nature of            Forward and long-form consumption
  • For Lean            sites, it is easier to            consumers from web to apps
  • All top            browser sites have a Lean            or Quick Reference proposition as            part of their core service.
  • None of            top            free apps offer a            Lean Back or Quick Reference           
  •            of Buzzfeed’s monthly unique visitors come through a mobile browser
  • Successful mobile            do not have to be            led
  • Apple’s decision            support ad blocking in browsers            result in an app strategy            rush as content owners seek            take control of their own           

Companies mentioned in this report: Amazon, AOL, Apple, Bing,, Buzzfeed, CNN, eBay, Facebook, Google, IMBD, LinkedIn, Pandora, Spotify, Twitter, Verizon, Wikipedia, Wordpress, YouTube