As someone working in tech, and does digital marketing consulting, there is actually a lot of value in these interstitials:
1) Usually the app is infinitely better than the mobile web experience. You can chalk it up to prioritization of engineering working on iOS &#x2F; Android app development over a mobile web experience -- usually for good reason.
2) It&#x27;s a solid retention strategy. You can harp on about bounce rates reducing activation rates (bounce rates aren&#x27;t as high as you might think btw in certain cases) but at the end of the day, a 1% increase in repeat purchase rate (or insert other retention metric here) will have a much much more significant impact than a 1% increase in activation.<p>It only works for certain scenarios and cases, but at the end of the day, there&#x27;s significant data to show that they work.