There is no clear winner between apps and browsers
Which do consumers prefer – mobile apps or browsers? Unfortunately, there is no clear winner. Marketers need to understand how their consumers use each within their industry in order to align their mobile strategy.
At the highest level, app and browser preferences differ depending on the industry the consumer is interacting with. For industries where consumers regularly engage with the brand, apps are dominant. For industries where heavy research and brand comparisons are needed for acquisition, browsers are more likely to be used. But before you get too comfortable, even within each industry preferences differ by task.