• by Chuck Martin , Staff Writer, November 6, 2013

Consumers may lean to either apps or mobile websites for commerce depending on what company they’re dealing with.

A new study finds that, depending the brand, consumers will lean one way or the other.

The research by Citrix Mobile Analytics focused on mobile subscriber behavior and usage patterns, with an emphasis on data traffic.

For example, it found that Instagram video generates six times more aggregate mobile data traffic than Vine and that three applications (Media Player, Browser and Google Play) generate most (83%) of mobile data from Android devices.

But one interesting piece of the research looked at mobile subscriber interface preferences by brand.

Amazon users prefer using the mobile website while users of Fandango prefer using the app.

Users of eBay prefer using the app, as do those who use AutoTrader.

I’ve heard from several major retailers that their customers overwhelmingly prefer using the retailer app, though some general retail research shows that customers prefer apps. Go figure.

Here’s the breakdown of the brands and interfaces preferred by what percentage of users:

• Amazon – 63% website, 41% app
• Argos – 80% website, 28% app
• AutoTrader – 52% website, 58% app
• eBay – 52% website, 65% app
• Fandango – 32% website, 78% app
• Groupon – 71% website, 33% app

The issue may be that some people, like power users, lean to apps while others treat their mobile device as just another way to access the Internet.

Many merchants realize they can provide more utility through the app but can’t persuade their masses of customers to download and use it.

The website, on the other hand, is a very natural way for people to reach a brand, after years of that type of access from PCs.

Other studies have shown that companies that don’t optimize their website for mobile usage pay the price in dissatisfied customers who quickly move on.

Early on, there were industry debates about whether retailers should have an app or mobile website.

This is yet another piece of research that shows they need both.