Mobile Apps vs Mobile Websites (Why 90% of Mobile Time is Spent in Apps)

More than 60% of global web traffic now comes from mobile devices. But how people use their phones is just as important as the fact that they're on them - and this is where the gap between mobile apps and mobile websites gets interesting.

The data is clear: when people pick up their phones, they overwhelmingly open apps, not browsers.

According to the latest data from Sensor Tower's State of Mobile 2026 report, users spend less than 6% of their smartphone time in browsers and search apps. The rest - over 90% - goes to mobile apps.

This isn't a new trend, but it's accelerating. And for businesses that rely on mobile traffic, the implications are significant.

In this article, we break down the latest statistics on mobile apps vs mobile websites, explore why users prefer apps, and explain what this means for brands looking to maximize engagement, conversions, and retention on mobile.

Mobile App vs Mobile Website Statistics (2026 Data)

Before getting into the "why," let's look at the numbers. These are the most up-to-date statistics available on how people use mobile apps compared to mobile websites.

Over 90% of Mobile Time Is Spent in Apps

This stat has been consistent for years. But the gap is actually widening.

• 2020: eMarketer reported that 88% of mobile internet time was spent in apps.
• 2025: Sensor Tower's State of Mobile 2026 report found that users spend less than 6% of smartphone time in browsers; putting app usage at roughly 94% of total mobile time.

The implication is straightforward: when people are on their phones, they're using apps. 

Mobile browsers are primarily used for quick searches and one-off tasks, not for sustained engagement.

Average Daily Time Spent on Mobile Apps

Globally, users now spend an average of 3.6 hours per day in mobile apps, according to Sensor Tower. 

That adds up to 5.3 trillion total hours spent in apps worldwide in 2025 - a 3.8% increase year-over-year.

Some regional highlights:

In almost every major market, time spent in apps has grown steadily over the past several years.

App Downloads Are Flat, but Spending Is Surging

An interesting trend: the total number of app downloads globally has plateaued at roughly 150 billion per year (Sensor Tower) or approximately 107 billion counting only the App Store and Google Play (Appfigures).

But consumer spending in apps tells a different story:

• $167 billion in global in-app purchase revenue in 2025, up 10.6% year-over-year (Sensor Tower).
• For the first time, non-gaming in-app spending ($85.6B) surpassed gaming ($81.8B).
• Shopping app installs grew 70% overall, and 123% on iOS - driven largely by the rise of ecommerce apps.

Users aren't downloading more apps. They're spending more time and money in the apps they already have - which is a strong signal that apps drive deeper engagement than mobile websites.

Mobile Commerce Is Growing Fast

Mobile commerce (m-commerce) now accounts for a growing majority of all online sales:

In the US alone, mobile commerce reached $564 billion in 2024 and is projected to hit $649 billion in 2025. About 1.65 billion people worldwide now shop on mobile devices.

And within mobile commerce, 54% of mobile transactions happen in apps rather than mobile browsers (Criteo).

Check out more mobile commerce statistics here

Mobile vs Desktop Traffic Share

As of early 2026, mobile devices account for roughly 62–64% of global web traffic (Statcounter). But this varies significantly by region:

Even in markets where desktop still leads for general browsing (like the US), ecommerce traffic skews much more heavily mobile; 75% of ecommerce site traffic comes from mobile devices.

Why Mobile Apps Outperform Mobile Websites

The usage statistics tell us that people spend their time in apps. But the performance data is even more telling for businesses.

Higher Conversion Rates

Across industries, mobile apps consistently convert at higher rates than mobile websites:

• Apps convert at roughly 3x the rate of mobile websites in ecommerce (Criteo, Button).
• App users view 286% more products per session than mobile web users (Criteo).
• Overall, apps average 157% higher conversion rates than mobile websites.

Some industry-specific figures (app vs mobile web):

The reasons behind this are practical: apps load faster, store user preferences, and reduce friction at checkout. 

An app user who's already logged in, with payment details saved, is far more likely to complete a purchase than someone navigating a mobile browser.

Push Notifications

One of the biggest advantages mobile apps have over mobile websites is push notifications. 

Direct access to a user's lock screen is something a mobile website simply cannot replicate at the same level.

Here are the latest benchmarks (Pushwoosh, Airship 2025 data):

• Average push notification CTR: 4.6% on Android, 3.4% on iOS.
• Rich push notifications (with images/media): 9.2% CTR vs 6.9% for simple text pushes.
• Push notification conversion rate: 4.4% average.

For context, email marketing benchmarks sit at roughly 15–25% open rates and 1% click-through rates. 

Push notifications consistently outperform email by a wide margin, particularly for time-sensitive offers, back-in-stock alerts, and flash sales.

Learn more: the Ultimate Guide to Push Notifications for Ecommerce Brands

Stronger Retention

App retention is notoriously difficult. Most apps lose 77% of their daily active users within three days. But the apps that do retain users see far greater lifetime value than mobile websites.

Here’s some key retention data to make note of:

• Shopping apps are among the best-retaining categories, consistently outperforming average benchmarks.
• Users who opt in to push notifications show 2-3x higher retention rates (Airship).
• AppsFlyer's 2025 forecast projects that 80% of future revenue will come from 20% of existing users (the "retention-first" economy).

This is where apps shine over mobile websites. A mobile website visitor may browse and leave. An app user has made a commitment - they've downloaded your app, given it space on their home screen, and (often) opted in to notifications. 

That commitment translates to repeat visits and higher lifetime value.

Why Users Prefer Mobile Apps

The data shows that apps win on performance metrics. But what actually drives users to prefer apps over mobile browsers?

Native Performance and Speed

Mobile apps are installed on the device, which means they can load content faster than a mobile website that needs to fetch everything from a server. 

Core UI elements, images, and layouts are already stored locally.

Apps consistently deliver faster load times, smoother scrolling, and more responsive interactions than mobile websites, even well-optimized ones.

This is particularly notable for media-heavy apps - it’s why you watch Netflix on the app, not on a mobile browser.

Personalization and Stored Preferences

Apps remember you. Your login credentials, your browsing history, your saved items, your preferences, all stored locally. This means every session picks up where the last one left off.

On a mobile website, you're often starting from scratch: logging in again, re-entering details, navigating back to where you were. The friction adds up.

Home Screen Presence

The biggest difference?

When a user downloads your app, your brand lives on their home screen. That persistent visibility - your icon sitting alongside the apps they use every day - is a level of brand presence that a mobile website bookmark can't match.

It also means one tap to open, rather than opening a browser, typing a URL, and waiting for the page to load.

Access to Device Features

Mobile apps can use device capabilities that mobile websites either can't access or can only access in limited ways:

• Push notifications — the most impactful for most businesses.
• Camera and barcode scanning — useful for product lookup, visual search, and AR features.
• GPS and location services — for store locators, local offers, and delivery tracking.
• Offline access — apps can cache content for use without an internet connection.
• Biometric authentication — Face ID and fingerprint login for faster, more secure access.

A Contained, Distraction-Free Experience

When a user is in your app, they're in your environment. There's no address bar tempting them to navigate elsewhere, no competing tabs, no pop-ups from other sites.

This contained experience keeps users focused and engaged, which is a big part of why session times and conversion rates are consistently higher in apps.

What Mobile Websites Still Do Better

It wouldn't be honest to present mobile apps as universally superior without acknowledging what mobile websites do well. In reality, the two serve different purposes.

Discovery and SEO

Mobile websites are indexed by search engines. Mobile apps are not. 

If someone is searching Google for a product, a solution, or information, they're going to find your website - not your app.

For acquisition and top-of-funnel traffic, a mobile website is essential. No app can replace the organic visibility that a well-optimized website provides.

No Download Barrier

Downloading an app requires a decision. The user needs to go to the app store, wait for the download, grant permissions, and dedicate home screen space. 

That's a meaningful barrier, especially for first-time visitors who don't yet know your brand.

A mobile website is instant. No commitment required. This makes it the better channel for first impressions and casual browsers.

Cross-Platform Accessibility

A mobile website works on any device with a browser - phone, tablet, desktop, any operating system. An app needs to be built for iOS and Android separately (or through a cross-platform solution).

For reaching the widest possible audience with the lowest friction, a mobile website wins.

Lower Cost to Build and Maintain

Building and maintaining a custom native app from scratch typically costs anywhere from $50,000 to $300,000+, with ongoing maintenance costs on top of that. A mobile-optimized website is significantly less expensive to create and update.

That said, this gap has narrowed considerably with solutions like MobiLoud that let you extend your existing website into a mobile app (more on that below).

The Best Mobile Strategy: Have Both

Given everything above, the question isn't really "mobile app or mobile website?" It's how to use both effectively.

The most successful brands today use a two-channel mobile strategy:

1. Your mobile website handles discovery, SEO, and first-time visitors. This is how new customers find you.
2. Your mobile app handles engagement, retention, and repeat purchases. This is how you keep your best customers coming back.

Think of it as a funnel: your website acquires users, and your app retains them.

"In our experience, users break into two camps. There are users who prefer to buy on the app and users who prefer using the browser. You can't convince one to go the other way - you need to meet them where they are."
— David Cost, VP of Ecommerce, Rainbow Shops

Not every visitor will download your app - and that's fine. Your mobile website serves them well. 

But for the segment that does download, you get access to push notifications, higher conversion rates, and a direct, owned channel to your most valuable customers.

Who Should Prioritize a Mobile App?

A mobile app makes the most sense for brands that:

• Already have meaningful mobile traffic. If mobile visitors make up a significant share of your traffic, an app gives them a better experience.
• Rely on repeat purchases. Subscription brands, fashion, beauty, food and beverage. Any business where customer retention drives revenue.
• Want an owned marketing channel. Push notifications give you a direct line to your customers, independent of email deliverability, social media algorithms, or ad costs.
• Have a strong existing website. If your website already works well on mobile, extending it into an app is straightforward.

How to Get Both Without Building From Scratch

If you already have a mobile website, you don't need to build a separate app from scratch. 

That's the traditional approach. And it's expensive, slow, and creates two separate platforms to maintain.

MobiLoud takes a different approach. It extends your existing website into fully native iOS and Android apps. Your app and website stay in sync; update your site, and your app updates automatically.

This means you get:

• A native app with full app store presence on both iOS and Android.
• Push notifications to re-engage your most valuable customers.
• Your full website experience in a native app - every feature, every integration, every page.
• Launch in weeks, not months. No rebuild, no separate codebase.
• A fully managed service. MobiLoud handles the build, submission, maintenance, and updates.

This approach works with any website platform - Shopify, WooCommerce, Magento, custom-built sites, and more.

Brands like Bestseller (Jack & Jones, Vero Moda), Tadashi Shoji, and John Varvatos use MobiLoud to maintain both a mobile website and a native app without the complexity and cost of building from scratch.

Want to see what your website would look like as an app? 

Get a free app preview now, or book a free consultation with one of our team to discuss whether a mobile app makes sense for your business.

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Sources: Sensor Tower State of Mobile 2026, eMarketer/Insider Intelligence, Statcounter, Criteo, Pushwoosh 2025 Benchmarks, Airship 2025 Benchmarks, AppsFlyer, Appfigures, Statista, Red Stag Fulfillment.