With the use of mobile devices to access the internet surging, understanding how consumers engage with different channels is an "important factor" for marketers, according to one expert.
Mark Donovan, comScore senior vice-president of mobile, made his comments after the firm’s latest research showed that browser access among US smartphone owners grew by 111 per cent in the 12 months to April, while applications access rose 112 per cent.
"Although growth in application usage on smartphones continues to grab the spotlight in the mobile market, the audience using their mobile browser remains larger and is growing just as quickly," he said.
Marketers employing online marketing services therefore need to consider the consumer experience across both channels while developing their strategies, he added.
Overall, comScore found that 78 per cent of smartphone users in the US accessed the internet via their web browser during April, while 80 per cent used apps.
If you would like to read more about this survey then visit the comScore website.
According to eMarketer, spending on worldwide mobile search advertising is set to top $3.77 billion (£2.56 billion) in 2012.
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