Mobile Search & Usage Insights - 2015 The Importance of Mobile Search vrs. Mobile App We have all known it for years, mobile traffic would one day be king, and it seems that time is now here. Many brands today though, still have problems addressing how to attack mobile with optimal results. Today, there are really 2 ways to attack Mobile. The first way is the ‘App’, and by all accounts mobile app usage continues its strong growth. The second is through a strong mobile optimized site presence that provides strong U/X for your customers regardless of screen size. To begin, lets take a closer look at mobile app usage today. This recent chart from Flurry analytics shows YoY mobile app usage by vertical – 2014 versus 2013. One can see solid user growth with mobile app’s use, almost across the board. But as with all data comes a caveat, as a lot of this usage growth can be ’80/20′ meaning that 80% of usage typically is generated by the top 20% of the apps. As you can see further below, this caveat is somewhat true, as big apps like Facebook, YouTube, Pandora, the Weather Network, and Amazon account for a lot of this growth and use, as shown by below by ComScore.     The ‘big boys’ definitely account for the vast majority of usage, and growth. Out of this list only 2 pure play e-commerce brands exist – Amazon and Ebay, and there is no presence for pure-play travel or health. As well, recent study’s from IAB / Harris and Neilson, from Q4 of 2014 shows that app use is pretty even with mobile...