Greg Sterling says, “Last week, comScore released its Mobile App Report, which we covered. The report contained many interesting findings, but its big takeaway was this: Consumers spend the majority of their mobile time with a very few heavily used apps.

There was also an interesting and important mobile-browser story in the report I neglected to tell. Morgan Stanley subsequently presented it in a research note that plays up mobile browser usage — and Google, by extension.

Characterizing the browser as the ultimate mobile app, the firm cites its own research and comScore data for the proposition that “US mobile browser audiences are 2X larger than app audiences across the top 50 mobile web properties and have grown 1.2X faster over the past 3 years.”“.

Morgan Stanley: No, Apps Aren’t Winning. The Mobile Browser Is

Marketing Land

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