PWAs were introduced in 2015. Because they use less data than a regular mobile app, they first took off in emerging markets that suffer from poor internet connectivity.
Now they’re taking off around the world. Hundreds of global marketers use them to create more seamless mobile user experiences.
It’s not hard to see why leading brands would embrace PWAs. They realize the need to provide the best mobile experience for users―regardless of platform.
PWAs eliminate friction by using the web to deliver app-level experiences. There’s no need for consumers to find apps in the app store and install them—they can just navigate to the site on any browser, including Chrome and Safari. PWA techniques focus on reliably loading faster (even working offline) and using less data. Given that 53% of users abandon a mobile site if it takes more than three seconds to load, PWAs are a great option for marketers.
The new standard for web interactions
Twitter is an early PWA success story. The company's PWA, Twitter Lite, takes up less than a megabyte, saves up to 70% on data, and loads 30% faster. First loads for Twitter Lite clock in at under five seconds over 3G networks on most devices, and subsequent loads are nearly instant, even on flaky networks.
MakeMyTrip, a travel booking site in India, launched a PWA to offer all Indian smartphone users an effective and reliable mobile booking experience regardless of time, location, or network availability. The company saw overall conversion rate triple and a 160% increase in shopper sessions.
“We have always said that addressing market needs is a key priority, and this launch takes us one step further in our commitment to providing mobility for a billion Indians,” said Ola Co-founder and CTO Ankit Bhati.