Americans love their media. As eMarketer noted, U.S. adults spend more than five hours daily on their mobile devices and desktops. And, according to Com Score research, 57 percent of that five hours happens on apps.

Not surprisingly, brands want to leverage these impressive statistics. And that’s no surprise since clearly the best place to acquire and engage customers is through their screens.

Yet both startups and more established corporations are eschewing traditional web apps in favor of progressive web apps, or PWAs. PWAs are web pages, even whole websites, that look like apps. Their aim is to combine the features that browsers offer with the benefits of a mobile experience.

Related: 15 Digital Tools and Apps to Jumpstart 2018

What’s so special about PWAs? From a customer’s viewpoint, not much; from a

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