This year, in January, a historic shift occurred as more Americans accessed the internet via mobile apps than through desktop or laptop computers. With 55% of web traffic originating from mobile devices, the necessity of a mobile-friendly website or app is no longer a luxury—it’s a business imperative. For entrepreneurs aiming to engage with a broader audience on mobile platforms, a pivotal question arises: should they opt for a mobile website or a dedicated mobile app? This decision hinges on the most effective means to reach the largest audience, drive traffic, and enhance the convenience of shopping or browsing experiences.
While an app development for your brand might seem like the logical choice, it’s not always necessary. Apps offer unique advantages for various types of businesses, yet for others, a mobile website can suffice.
Continue reading to explore the distinctions between mobile sites and apps, understand when each is preferable, and learn how to make an informed decision between the two.
A mobile website and a mobile app may share similarities or be vastly different, depending on their creation. A mobile site is designed for users who visit a website directly from their smartphone or tablet via a web browser. No download is required; the website automatically displays a “mobile” version. You can identify a mobile website by looking for an “m” or “mobile” in the URL. In contrast, an app must be downloaded before any content can be accessed. Instead of browsing a website through a browser, you interact with content through an app, often downloaded from an app store like iTunes or Google Play. Some apps offer content similar to mobile sites, such as e-commerce apps that provide enhanced search or shopping options. However, this depends on the developers’ approach.
In addition to mobile websites, responsive design is a crucial factor. It enables website content to adapt to mobile devices like smartphones and tablets.
Responsive design requires only one version of a website to be created. A responsive website automatically adjusts its content to fit any screen size based on specific rules in its coding. For instance, if you’re browsing on your phone, a mobile site will “switch” to the mobile version, whereas a responsive site would simply scale down its content to fit your screen.
Let’s take a look at the desktop and mobile versions of the Ocean City, NJ website, compared to the desktop and responsive versions of the Bricco website, as an example.
While responsive design can significantly enhance conversion rates and user engagement on mobile devices, it may not be feasible for all websites, particularly those with complex menus, layouts, or numerous options that need to be simplified for on-the-go visitors.
A dedicated mobile website is the optimal choice for visitors accessing a website from their smartphones where time is limited. If speed is crucial and they’re likely to be on their phone, a mobile site is likely the best option over a responsive website or an app.
Mobile websites are ideal for businesses such as hotels, restaurants, hair salons, and utility/service providers. For example, if you’re visiting an electric company’s website to report an outage, a mobile site allows for a quick and efficient process. Similarly, if you operate a hair salon, you can enable customers to request appointments on the go, securing their spot before they arrive.
Essentially, if you provide a time-sensitive service, a mobile site is an excellent way to offer customers a fast and frustration-free experience.
Creating an app might seem like a viable alternative, but the key difference lies in usage. Recent research from comScore indicates that 65% of Americans aged 18 and older download zero new apps each month. This suggests that most users are satisfied with their existing apps and do not require additional ones.
Considering how infrequently you may stay at a hotel, dine at a restaurant, or get your hair cut, it’s unlikely that users would want to download an app for such infrequent activities. Why would a smartphone user want to download an app that they are only going to use once every few weeks or months?
If your customers don’t interact with you frequently, a mobile site is likely all they need. Use the “toothbrush test” as a guideline: would your customers use the app once or even twice a day? If not, you may not need one.
While mobile apps have their place, they are not suitable for every business. The most beneficial use cases for business apps are:
Daily or loyalty usage
Temporary reliance
Let’s delve into daily and loyalty usage. Consider an activity you do every day, such as drinking coffee. If you’re a regular at a coffee shop, the company could capitalize on this by offering an app for paying and tracking rewards, which is convenient for the customer.
Target’s Cartwheel app is an excellent example of loyalty usage, allowing customers to save money through a straightforward process with some gamification elements. This type of app cannot be replicated as effectively with a mobile website.
Regarding “temporary reliance,” think of a business app you’ve downloaded, used extensively for a period, and then uninstalled. This is the kind of scenario we’re discussing. If your business occupies an important role in someone’s life for a short period, developing an app might be worthwhile. Zillow is a prime example.
When you’re in the market for a house, you might spend several weeks or months intensely searching for listings and contacting real estate agents. Zillow’s app consolidates all this information into one place, making it easier to save houses, view photos, and receive push notifications when you’re near a property on your list. Once you’ve found a house or no longer wish to buy, you can uninstall the app.
This scenario is valuable for other temporary reliance apps, such as those for new parents, students, or anyone else going through a specific stage or “phase” in their life.
In summary, if you have a dedicated customer base, either long-term or in bursts, an app might be a wise investment. If your service is only occasionally needed or thought about, a mobile website should suffice.
Before investing in a mobile website or app, carefully consider your business goals, customer needs, and the objectives you aim to achieve with these new features.
If you believe your customers don’t need it, cannot justify the expense, or you’re uncertain about the timing, it’s best to proceed cautiously. As you’ve likely learned, the average company doesn’t necessarily need an app, so don’t worry if it’s not a good fit for you.
This post aims to provide insight into the mobile website vs. mobile app debate, helping you form your own opinions about whether or not you need one or the other (or neither). If you have any questions, feel free to leave a comment, and I’ll respond as soon as possible!
