Marketers often struggle with deciding where to place their bets on mobile. Optimizing Web sites for different device sizes and deciding to invest in mobile applications is a daunting and expensive decision.
However, new data from Adobe Digital Index that measures engagement on apps versus the Web for more than 600 brands should give marketers some comfort. According to the data, building a mobile app is a worthy investment because users of mobile apps are more loyal to the brand versus those who just visit the Web site from their mobile devices.
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