According to Nielsen, mobile web adoption is growing eight times faster than the web did in the 1990’s. As a result of this rapid and widespread adoption you know you need a mobile strategy to reach people on the devices and in the experiences they frequent.

To many, this poses a question that seemingly has two poles: should I invest in a mobile app or optimize for the mobile web? While every business and the way that consumers interact with them is different, the data points to a few obvious conclusions: The mobile web accounts for two times the traffic of mobile apps — making it a strategic advantage for awareness — while mobile apps convert at 370% the rate of mobile websites — an advantage for loyalty and conversion. Most companies care about channeling initial consumer awareness into loyal, purchasing customers; how can your mobile mix reflect that?

With this in mind, we examined winning models from companies like Pinterest, Hotels.com, Groupon, TripAdvisor, and Yelp to understand how they’ve approached this challenge. As it turns out, these successful businesses use their mobile websites as a channel to build awareness, but also to acquire app users. Groupon’s app has been downloaded over 120 million times, and accounts for half of their purchase bookings through this carefully crafted formula.

Curious exactly how leading mobile companies are using the mobile web as a new channel for app user acquisition? Download our white paper to learn specific tactics and action items you can use to emulate their success.