The Pro & Cons of Mobile Apps vs. Mobile Websites
The mobile web is a booming medium. Morgan Stanley
recently conducted a study that predicts that the mobile web is
expected to eclipse desktop usage by 20151. Over half a
billion people worldwide accessed the internet via their mobile
devices in 20092, and these number are only expected to
grow.
On the other hand, apps are all the rage, with nearly 300,000
apps being produced in only three years2. When it comes
to downloads, app downloads increased by over 1600% from 2009 to
20103, with Apple being responsible for 99.4% of all app
downloads.3
So now comes the hard part: where should you put your money?
Invest in a mobile-friendly and custom designed website - or a
cool, engaging mobile app?
We'd suggest that you do some research first to see what's
already out there, in both the mobile website and app
department. Take a closer look at how your competition
approached this problem. Did they build an app or a mobile site?
Next, you need to determine the exact needs of your mobile
customers. Once you have an idea of what they are looking
for, you can then figure out whether it's best to fulfill that need
with a mobile website or an app.
To help you find out, let's take a closer look at apps and
mobile websites:
Apps
- Access is available to smartphone customers with the proper
operating system.
- The most successful apps to date are for games, social media,
music and weather.
- Only 1 in 4 apps are used more than once, and app demand is
expected to peak by 20134.
Mobile Websites
- Access is available to anyone who can access the internet from
their mobile or smartphone.
- Mobile websites can fit the needs of any business type &
location.
- Are great for companies who want to be mobile friendly but
don't require a customized app.
- Most mobile websites are not designed specifically for mobile
browsing, resulting in a poor user experience.
- Consumers prefer a mobile website to apps, except for games,
social media, maps and music5.
By now, we hope that we've given you enough information to help
you form an idea of which route you want to take. Below,
we've outlined some of the major pros and cons of each to help shed
some light on some other things you should consider:
Apps, an Overview
Pros of Apps
- Apps can go viral (for example, Angry Birds).
- Provides a custom-built platform that specifically meets the
needs of the users that download it.
- Is compatible with other applications on smartphones (camera,
address book, GPS and anything online).
- High performance, running on app code installed onto the
device.
Cons of Apps
- Apps must be custom-built for each smartphone operating
system.
- Apps are required to abide by the rules of the app hosting
company, each app submission is charged a fee.
- Requires download and installation, even for updates.
- Start-up costs can be large, competition is high, potential
revenues are low and shared with the app hosting company.
Mobile Websites, an Overview
Pros of a Mobile Website
- A mobile website must also be custom-built for an optimal
online experience.
- No review or approval is needed.
- A mobile website often contains more material and content.
- Integrates well with social media sites and links.
- No downloading or updating required. Site changes and
updates are immediate.
- No upfront costs, revenues generated from your mobile site are
all yours.
- Is a great back-up if you also have an app to meet the needs of
your mobile customers who don't have an app-friendly device.
Cons of a Mobile Website
- Flash websites are not compatible with most mobile devices.
Mobile sites must be designed with HTML or CSS.
- Performance level is dependant on site design, connection speed
and device capabilities.
So, what did you choose? App or Mobile Website? We'd love to
hear about your mobile project, what route you took and
why.
Sources:
1http://mashable.com/2010/04/13/mobile-web-stats/
2http://mobithinking.com/stats-corner/global-mobile-statistics-2011-all-quality-mobile-marketing-research-mobile-web-stats-su
3http://www.mobilesandlaptops.com/blog/2011/02/shocking-infographic-on-mobile-phone-usage/
4http://mobithinking.com/stats-corner/global-mobile-statistics-2011-all-quality-mobile-marketing-research-mobile-web-stats-su#mobile-app-stores
5http://internet2go.net/news/mobile-platforms/do-mobile-users-really-prefer-browser-vs-apps