Consumers choose mobile web over apps… shocker!

I’ve been very interested in the different types of devices consumers use to shop, browse, and engage with retailers. Ironically, some data shows mobile apps are preferred by consumers for better user experience that only an app can provide. However, other data show that users prefer mobile websites. I’m confused at the comparison. One comparison is on volume of visits/usage. The other is quality of user experience. The volume is on the mobile web it seems, but the user experience is better on apps. Why do consumers purchase more on mobile websites than on retailer mobile apps if the experience on apps is so much better? I’m not sure, but it doesn’t seem there is an explanation. Check out part of the debate that Mediapost covered.