Mobile App or Mobile Website? Which Is the Better Choice?
2020 Boosted Mobile Usage
📅 2021.07.01 - 👤 Borbély Viktor
Sometimes it’s hard to choose from the good. source: pixabay.com
The time for mobile has arrived – there are now more mobile users than desktop users. As a result, the business world has recognized that mobile communication must be used more effectively to attract new customers. Although this alone is not enough! Mobile apps or our websites need to be optimized for good user experience. Which should we emphasize if costs need to be kept level?
The events of 2020 further strengthened the trend that people now browse the internet and access digital content from mobile devices.
Mobile Apps
Native mobile apps are created for specific platforms, such as iOS or Android operating systems. Users download and install them on their devices, and it can generally be said that native apps provide a faster and more responsive user experience than their mobile website counterparts.
User Experience
Users can be engaged in multiple, interactive ways
The mobile app allows you to provide value to your existing users through a new channel. Instead of having to look at the same text and images as on a website, apps contain features that also connect with the app’s special parts. For example, Instagram users can view images on a website but cannot upload without the app.
Personalization
Mobile apps allow users to personalize them to their own taste as soon as they download the app. Apps can track user usage, which can be used to suggest individual offers and updates. This makes it even more valuable to its user. Apps can conduct important personalized communication for business based on the user’s interests, geographical location, usage habits, etc. According to a Business of Apps survey, personalized or so-called dynamic notifications had a positive impact on engagement, open rates, and conversion. The possibility of custom settings is also good for the user because they can get the most out of the app.
Works in offline mode too
Mobile apps can be used without an internet connection. Although many apps need internet access to perform most of their tasks, they can still provide certain features or content without a connection. With this advantage, our users can access information anywhere, anytime.
Intuitive interfaces
Mobile apps generally provide a more intuitive user interface, making our tasks easier to perform. The uniquely designed interface gives users the opportunity to immerse themselves better in mobile use. Users of a given operating system are already accustomed to its operation, and if an app is made for a certain platform, users get what they’re used to there. A responsive website cannot always provide this.
Use the device’s capabilities!
Mobile apps have access to the device’s built-in features such as camera, GPS, and location. Taking advantage of these provides a more advanced, convenient experience.
For example, automatic use of GPS data greatly helps passenger transport companies find people waiting for travel. This shortens waiting time and increases satisfaction.
Responsive mobile websites
Responsive mobile websites are websites that adapt to different screen sizes. Basically, a responsive website is a specially configured version of the same general website, but thus also usable on mobile.
User Experience
Accessible to everyone
Unlike mobile apps that only work on certain platforms (iOS or Android), a responsive website is accessible on any mobile device, regardless of its operating system, provided there is an internet connection. Although let’s not forget that internet access, its quality and speed are all factors that affect the web experience.
Responsive websites don’t need to be downloaded and installed, and are completely free, unlike some paid apps in stores.
Users don’t have to update
Again, unlike mobile apps, our users don’t have to mess with new versions and their updates if a new fix comes out from the website. Since websites are easily updatable and easy to fix bugs on them, users presumably won’t notice any of it and can immediately enjoy the new, more advanced experience.
Cost-effective
Cost-effectiveness is more advantageous from a business perspective than from users’ point of view. Depending on complexity, however, a responsive mobile website can be more cost-effective than developing mobile applications. Costs are a basic factor to consider, especially if we want to be present on multiple platforms with an app.
Very good solutions now exist for cost reduction that allow our mobile app to be available on both platforms (iOS and Android) for roughly 65-75% of the full price. Such a **framework is Flutter **, which is now considered the best choice.
Conclusion: which is better?
Looking purely statistically, the numbers show that mobile apps pay off. A not too old report from Sensor Tower revealed that consumption and installations among mobile app users increased significantly in the first half of 2020, reaching 50.1 Billion dollars in the App Store and Google Play stores combined. While this growth can be attributed to COVID-19 and its impact on users, it shows a 23.4% increase compared to the first half of 2019 and is continuously growing.
The same report estimates that 71.5 Billion new app installations occurred in the first half of 2020. This represents a 26.1% increase compared to the previous year (YoY), which gave further incentive to companies to develop app services.
The right choice depends on our business goals. If our goal is to serve mobile-friendly content to a wide audience, then presumably a mobile website is sufficient for us. If greater commitment, closer contact and communication that increases loyalty is what we want, a mobile app seems a better choice.
In many cases, we may decide we need both, a mobile app and a website. If the strategy is well executed, both can add value to our business. So when working on your branded mobile strategy, the question won’t be whether to have a mobile app or website, but rather a two-way approach.
There is also an intermediate solution, combining the advantages and disadvantages of both directions, this is PWA. That is, Progressive Web App. I wrote more about this in one of my posts.
If you are considering mobile app development, contact me with confidence through one of my contacts, where during a free conversation we can discuss whether you need an app or a website?