What difference does it make to them? Why are apps pushed so aggressively when they have to maintain the desktop site anyway?
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Tracking is not really it, despite it being notorious and talked about constantly, most companies dont really care about it, not to the extent portrayed. That is not thier busines model, their revenue is not data based but service or product based (most companies)
Mobile apps provide:
1) push notifications (invasive way to advertise products/sales/cross promotions etc – these work far better than sms/email for a number of reasons)
2) a better streamlined UI, a properly designed app will always provide a better user experience than a browser page on a phone.
3) Because they have to, people dont use bookmarks very well on phones or the ability to create an app icon out of a bookmark etc.. if your service has a mobile app, it will reach a higher audience.
As an aside — the amount of extra data you can get from the phone is useless, fb and google would care very much, as a few others. Most companies care more about demographics and where to spend their advertising $$$. Any company that deals with sales and collects your credit card details and address (you have to provide this) will have what they need from that.. your credit card alone says a lot about you, different products are tied to different income ranges and many service exist to prodive this data. (affluence indicies)
The advertising campaigns aimed at people with a black master-card will be different than those of someone with a student visa.
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