{"id":10317,"date":"2026-02-18T13:16:37","date_gmt":"2026-02-18T13:16:37","guid":{"rendered":"https:\/\/staging-new-tapptic-wp.dev9.tapptic.net\/index.php\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\/"},"modified":"2026-04-14T06:59:50","modified_gmt":"2026-04-14T06:59:50","slug":"google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete","status":"publish","type":"post","link":"https:\/\/www.tapptic.com\/fr\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\/","title":{"rendered":"Google enterre Instant Apps : pourquoi les marques doivent miser sur l\u2019app compl\u00e8te"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"10317\" class=\"elementor elementor-10317 elementor-8613\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7959740 e-flex e-con-boxed wcf-starter-animations-none e-con e-parent\" data-id=\"7959740\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;wcf_enable_cursor_hover_effect_text&quot;:&quot;View&quot;,&quot;wcf-animation&quot;:&quot;none&quot;,&quot;wcf_enable_horizontal_scroll&quot;:&quot;no&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-87f03a5 wcf-starter-animations-none elementor-widget elementor-widget-image\" data-id=\"87f03a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;wcf_starter_animations&quot;:&quot;none&quot;,&quot;wcf_anim_duration&quot;:1000,&quot;wcf_anim_delay&quot;:0,&quot;wcf_anim_ease&quot;:&quot;ease&quot;,&quot;wcf-image-animation&quot;:&quot;none&quot;,&quot;wcf-animation&quot;:&quot;none&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2560\" height=\"1440\" src=\"https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2.avif\" class=\"attachment-full size-full wp-image-10289\" alt=\"\" srcset=\"https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2.avif 2560w, https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2-300x169.avif 300w, https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2-1024x576.avif 1024w, https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2-768x432.avif 768w, https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2-1536x864.avif 1536w, https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/02\/AdobeStock_569523596-scaled-2-2048x1152.avif 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cbd3f82 e-flex e-con-boxed wcf-starter-animations-none e-con e-parent\" data-id=\"cbd3f82\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;wcf_enable_cursor_hover_effect_text&quot;:&quot;View&quot;,&quot;wcf-animation&quot;:&quot;none&quot;,&quot;wcf_enable_horizontal_scroll&quot;:&quot;no&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-abf7d3c wcf-starter-animations-none wcf-t-animation-none elementor-widget elementor-widget-text-editor\" data-id=\"abf7d3c\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;wcf_starter_animations&quot;:&quot;none&quot;,&quot;wcf_anim_duration&quot;:1000,&quot;wcf_anim_delay&quot;:0,&quot;wcf_anim_ease&quot;:&quot;ease&quot;,&quot;wcf_text_animation&quot;:&quot;none&quot;,&quot;wcf-animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"237\" data-end=\"551\">La fin de Google Instant Apps, annonc\u00e9e pour d\u00e9cembre 2025, marque un tournant pour les marques. Il devient essentiel d\u2019investir dans des applications mobiles compl\u00e8tes pour maintenir l\u2019engagement utilisateur. Google a confirm\u00e9 que la fonctionnalit\u00e9 Android Instant Apps, lanc\u00e9e en 2017, sera abandonn\u00e9e en d\u00e9cembre 2025. \u00c0 l\u2019\u00e9poque, c\u2019\u00e9tait une petite r\u00e9volution : sans installer l\u2019appli, l\u2019utilisateur pouvait acc\u00e9der instantan\u00e9ment \u00e0 un service via un lien, avec seulement le contenu indispensable t\u00e9l\u00e9charg\u00e9, le reste attendait une installation ult\u00e9rieure. <\/p><p data-start=\"237\" data-end=\"551\"> <\/p><p data-start=\"553\" data-end=\"782\">Mais faute d\u2019usage massif et d\u2019un engagement souvent trop faible, Google a d\u00e9cid\u00e9 de recentrer ses efforts. Les Instant Apps n\u2019ont jamais r\u00e9ellement d\u00e9coll\u00e9 : trop peu de d\u00e9veloppeurs ont pris le temps de d\u00e9couper leurs apps, et les utilisateurs n\u2019ont pas adopt\u00e9 cette approche \u00e9ph\u00e9m\u00e8re. <\/p><p data-start=\"553\" data-end=\"782\"> <\/p><p data-start=\"784\" data-end=\"1114\">En r\u00e9alit\u00e9, Google a constat\u00e9 ce que de nombreuses marques avaient d\u00e9j\u00e0 compris : l\u2019utilisateur, sur mobile, choisit un camp. Soit il est pr\u00eat \u00e0 s\u2019engager et t\u00e9l\u00e9charge l\u2019application, soit il reste sur le web pour une consultation ponctuelle. Il n\u2019y a pas d\u2019entre-deux. L\u2019approche hybride port\u00e9e par les Instant Apps ne r\u00e9pondait ni aux attentes de performance, ni aux usages r\u00e9els.   <\/p><p data-start=\"784\" data-end=\"1114\"> <\/p><h2 data-start=\"1116\" data-end=\"1175\"><strong data-start=\"1116\" data-end=\"1175\">Le\u00e7on essentielle pour les marques : l\u2019app compl\u00e8te reste incontournable<\/strong><\/h2><p> <\/p><p data-start=\"1177\" data-end=\"1382\">Ce retrait nous rappelle une chose : avoir une application compl\u00e8te, install\u00e9e et bien con\u00e7ue reste fondamental pour les marques. \u00c0 titre d\u2019information, en Europe, 50\u202f% des apps install\u00e9es sont supprim\u00e9es dans le mois s\u2019il n\u2019y a pas d\u2019usage r\u00e9el. <\/p><p data-start=\"1384\" data-end=\"1581\">Pourquoi ? Parce qu\u2019une application t\u00e9l\u00e9charg\u00e9e permet bien plus qu\u2019une simple visite ponctuelle. Elle devient un point de contact durable, permet d\u2019envoyer des notifications, de suivre les comportements, d\u2019optimiser les parcours et de cr\u00e9er une vraie relation avec l\u2019utilisateur.  <\/p><p data-start=\"1384\" data-end=\"1581\"> <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c4381c7 wcf-starter-animations-none wcf-t-animation-none elementor-widget elementor-widget-text-editor\" data-id=\"c4381c7\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;wcf_starter_animations&quot;:&quot;none&quot;,&quot;wcf_anim_duration&quot;:1000,&quot;wcf_anim_delay&quot;:0,&quot;wcf_anim_ease&quot;:&quot;ease&quot;,&quot;wcf_text_animation&quot;:&quot;none&quot;,&quot;wcf-animation&quot;:&quot;none&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"1583\" data-end=\"1629\"> <\/h2><h2 data-start=\"1583\" data-end=\"1629\"><strong data-start=\"1583\" data-end=\"1629\">Un contexte mobile europ\u00e9en propice \u00e0 l\u2019app<\/strong><\/h2><p> <\/p><p data-start=\"1631\" data-end=\"1857\">En Europe, o\u00f9 l\u2019adoption mobile est tr\u00e8s \u00e9lev\u00e9e et o\u00f9 la majorit\u00e9 du temps pass\u00e9 sur smartphone l\u2019est dans des applications (l\u2019heure moyenne pass\u00e9e chaque jour sur mobile est d\u00e9di\u00e9e \u00e0 87\u202f% d\u2019apps), ce choix est strat\u00e9gique. Une application solide renforce la fid\u00e9lit\u00e9, l\u2019engagement et la visibilit\u00e9 \u00e0 long terme. <\/p><p data-start=\"1631\" data-end=\"1857\"> <\/p><p data-start=\"1859\" data-end=\"2007\">Dans tous les secteurs \u2013 que ce soit la distribution, les services, la <a href=\"https:\/\/www.eneon.group\/cases\/buy-way\/\">finance<\/a>, les <a href=\"https:\/\/www.eneon.group\/cases\/tec\/\">transports<\/a>, les <a href=\"https:\/\/www.eneon.group\/cases\/tv5-monde\/\">m\u00e9dias<\/a> ou encore la sant\u00e9 \u2013 une application peut jouer un r\u00f4le central dans la transformation digitale.<\/p><p data-start=\"1859\" data-end=\"2007\"> <\/p><p data-start=\"2009\" data-end=\"2030\">Elle permet notamment de :<\/p><ul data-start=\"2032\" data-end=\"2455\"><li data-start=\"2032\" data-end=\"2121\"><p data-start=\"2034\" data-end=\"2121\">Proposer une exp\u00e9rience fluide et rapide, adapt\u00e9e \u00e0 chaque utilisateur gr\u00e2ce \u00e0 la personnalisation en temps r\u00e9el ;<\/p><\/li><li data-start=\"2122\" data-end=\"2197\"><p data-start=\"2124\" data-end=\"2197\">Offrir une accessibilit\u00e9 continue, m\u00eame hors ligne, pour des services critiques ou des contenus essentiels ;<\/p><\/li><li data-start=\"2198\" data-end=\"2285\"><p data-start=\"2200\" data-end=\"2285\">Automatiser des processus r\u00e9p\u00e9titifs (prise de rendez-vous, paiements, inscriptions\u2026), ce qui r\u00e9duit la charge op\u00e9rationnelle ;<\/p><\/li><li data-start=\"2286\" data-end=\"2371\"><p data-start=\"2288\" data-end=\"2371\">Recueillir des donn\u00e9es d\u2019usage pour ajuster les offres, am\u00e9liorer les parcours et mieux comprendre les besoins ;<\/p><\/li><li data-start=\"2372\" data-end=\"2455\"><p data-start=\"2374\" data-end=\"2455\">Cr\u00e9er un \u00e9cosyst\u00e8me coh\u00e9rent o\u00f9 l\u2019utilisateur retrouve tout ce qui le concerne au m\u00eame endroit.<\/p><\/li><\/ul><p> <\/p><p data-start=\"2457\" data-end=\"2565\">Une application mobile ne se limite pas \u00e0 un outil compl\u00e9mentaire : elle devient un canal strat\u00e9gique de communication, de fid\u00e9lisation et de croissance.<\/p><p data-start=\"2457\" data-end=\"2565\"> <\/p><p data-start=\"2567\" data-end=\"2848\">Avec la fin d\u2019Instant Apps, Google envoie un message clair : la d\u00e9couverte ne suffit plus. Ce qui compte, c\u2019est l\u2019usage r\u00e9current, la valeur per\u00e7ue, et la capacit\u00e9 \u00e0 rester install\u00e9. Soit l\u2019utilisateur s\u2019engage pleinement, soit il reste sur une version web l\u00e9g\u00e8re. Le mod\u00e8le interm\u00e9diaire n\u2019a pas trouv\u00e9 sa place.   <\/p><p data-start=\"2567\" data-end=\"2848\"> <\/p><h3 data-start=\"2850\" data-end=\"2883\"><strong data-start=\"2850\" data-end=\"2883\">Vous avez un projet mobile ?<\/strong><\/h3><p> <\/p><p data-start=\"2885\" data-end=\"2986\"><a href=\"https:\/\/www.eneon.group\/contact\/\">Parlons-en.<\/a> Chez Eneon, nous aidons les marques \u00e0 cr\u00e9er des applications utiles, engageantes et p\u00e9rennes. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>La fin de Google Instant Apps, annonc\u00e9e pour d\u00e9cembre 2025, marque un tournant pour les marques. Il devient essentiel d\u2019investir dans des applications mobiles compl\u00e8tes pour maintenir l\u2019engagement utilisateur. Google a confirm\u00e9 que la fonctionnalit\u00e9 Android Instant Apps, lanc\u00e9e en 2017, sera abandonn\u00e9e en d\u00e9cembre 2025. \u00c0 l\u2019\u00e9poque, c\u2019\u00e9tait une petite r\u00e9volution : sans installer [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10289,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68],"tags":[],"class_list":["post-10317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Google enterre Instant Apps : pourquoi les marques doivent miser sur l\u2019app compl\u00e8te - Tapptic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.tapptic.com\/fr\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google enterre Instant Apps : pourquoi les marques doivent miser sur l\u2019app compl\u00e8te - Tapptic\" \/>\n<meta property=\"og:description\" content=\"La fin de Google Instant Apps, annonc\u00e9e pour d\u00e9cembre 2025, marque un tournant pour les marques. Il devient essentiel d\u2019investir dans des applications mobiles compl\u00e8tes pour maintenir l\u2019engagement utilisateur. Google a confirm\u00e9 que la fonctionnalit\u00e9 Android Instant Apps, lanc\u00e9e en 2017, sera abandonn\u00e9e en d\u00e9cembre 2025. \u00c0 l\u2019\u00e9poque, c\u2019\u00e9tait une petite r\u00e9volution : sans installer [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.tapptic.com\/fr\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\/\" \/>\n<meta property=\"og:site_name\" content=\"Tapptic\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-18T13:16:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T06:59:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.tapptic.com\/wp-content\/uploads\/2026\/03\/cropped-Favicon.png\" \/>\n\t<meta property=\"og:image:width\" content=\"512\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Charlotte Milcamp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charlotte Milcamp\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/\"},\"author\":{\"name\":\"Charlotte Milcamp\",\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/#\\\/schema\\\/person\\\/8e2b710e2d9dce4f68b8868b9808b71c\"},\"headline\":\"Google enterre Instant Apps : pourquoi les marques doivent miser sur l\u2019app compl\u00e8te\",\"datePublished\":\"2026-02-18T13:16:37+00:00\",\"dateModified\":\"2026-04-14T06:59:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/\"},\"wordCount\":646,\"publisher\":{\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.tapptic.com\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/AdobeStock_569523596-scaled-2.avif\",\"articleSection\":[\"Actualit\u00e9s\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/\",\"url\":\"https:\\\/\\\/www.tapptic.com\\\/fr\\\/google-enterre-instant-apps-pourquoi-les-marques-doivent-miser-sur-lapp-complete\\\/\",\"name\":\"Google enterre Instant Apps : pourquoi les marques doivent miser sur l\u2019app compl\u00e8te - 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