Digital consumers rely on both apps and mobile browsing when engaging with retailers online, but this engagement varies greatly depending on device. While apps drive the vast majority (78% of time spent) of retail category engagement on smartphones, mobile web browsing is actually the preferred engagement method for tablet users in the category (56% of time spent). Retailers that understand how consumers are engaging with their brands on smartphones and tablets can better shape their business strategies to drive sales and grow their customer base.
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