Don't Confuse Engagement with User Experience
Harvard Business Review
DECEMBER 5, 2012
Where Android jumped from 1.43% of Black Friday shopping traffic in 2010 to 4.92% this year, Apple's iOS pole-vaulted from 3.85% to 18.46%. Put another way, Apple's UX metric seems to encourage ROE — Return on Engagement — where Android emphasizes ease-of-use and opportunity. Don't make that mistake.
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