Android Instant Apps were one of the biggest takeaways for retailers at this year's Google I/O.
Instant apps provide a new way for shoppers to discover apps and for retailers to gain visibility. Now, over 70% of the global population have access to them.
To learn more, Branding Brand Android Engineer Alexandra Krongel filled us in on what retailers need to know about instant apps.
What are Android Instant Apps?
Android instant apps are lightweight, extremely quick-downloading versions of apps. They are low investment for the user since they take up very little space and they don’t have to go through the traditional installation process.
How are instant apps different from native apps?
Instant apps are so lightweight and fast because of modularization. For example, an instant app could be used just for displaying a product and checking out, and the phone will only download what is needed to run those components.
These modules have full native functionality like traditional apps, allowing us to write the same beautiful user experiences: They are a full screen and immersive and have access to the features we often use in full apps, like location-based personalization, payment APIs, and camera access.
How do instant apps, native apps, and mobile websites work together?
Users can access instant apps directly from the web through a link. This link could be anywhere: a mobile site, social media, a promotional email. Anywhere you could embed a link, you can now embed an instant app link.
Since the majority of e-commerce happens on the mobile web, retailers can leverage this capability to make their web experience more immersive and convert casual shoppers to loyal app users once they prove the ease of experience and level of personalization an app provides.
When will instant apps be available on Android?
Last week Google announced instant apps were open to all developers to build! All users running Android's Marshmallow and newer operating systems can run these applications, and support for users running Lollipop was promised soon.
Will Instant Apps affect retailers' mobile SEO ranking?
Yes! Google prioritizes instant app results in search right now.
How do you think Instant Apps will most significantly affect retailers?
Retailers can use instant apps to entice shoppers to download the full app by previewing everything the native app offers with a lower barrier to entry. This can have a two-fold effect: a greater demand for full-commerce apps and the need for more innovative, personalized experiences for people who choose to download the full application.
Want to know more about shopping apps?
We surveyed 1,000 app users to learn why people download, use, and even delete shopping apps.