Heterogeneity in the interaction between mobile channels: Evidence from a large-sample study

Abstract

This study examined the impact of mobile app launches on mobile website traffic across firms, addressing the question of whether new apps complement or substitute existing mobile websites. Using a large sample and considering various firm characteristics, we uncovered the general synergistic effect between these two channels. However, this relationship can shift depending on such factors as market share, pre-event user engagement, average user age, app purpose, and app competition. These findings provide valuable insights for firms seeking to optimize their mobile channel strategies and stress the importance of considering potential substitution effects and efficient resource allocation.