With its launch in 2007 the iPhone made massive waves, down to the present day. Instead, many companies now started focusing on optimizing their online presences for smartphones and other mobile devices such as tablets. Surfing the internet via the latter mobile devices has out-competed surfing using computers. The new principle ‚mobile first’ has become the maxim for international marketing departments. Mobile website or mobile app? An exciting question we will answer in the course of this article!
Mobile website vs. mobile app: definitions
Mobile websites
Mobile websites and web browsers hardly differ from other websites. Besides their adaption to so-called handheld displays! This adaption is essential, as conventional websites lose their formats when displayed on smartphone screens. Be it textual content, pictures or buttons – if they are not being adapted for smartphone usage, they get out of place when opening the website. A solution for this dilemma might be the implementation of responsive web design. A responsive website automatically assumes the format required for the device and display at hand.
Mobile apps
Mobile apps can’t be accessed via a web browser, whilst mobile websites can – this marks the biggest difference between the two. Instead, users download mobile apps in their app store. Some apps can be used offline, too, whilst others require internet connection.
Mobile websites: advantages and disadvantages
Whether you decide to create an app or not, it’s essential to consider the advantages of a mobile website vs. mobile app. In any case, an online presence in the web browser makes sense. A responsive or mobile website can be found more easily von your potential customers via search results and a high ranking in search portals. With every website visit and a high click-through rate, your website will increase in ranking.
It is precisely this organic growth that makes your mobile website visible to more potential customers. You cannot benefit from this reach with mobile apps.
Updates and changes within the corporate website are also displayed more quickly. Changes within a mobile app, on the other hand, require an update. If a user wants to share this latest content with others, the URL can be shared with a simple link. Also, your mobile website can be created across devices, whereas a smartphone app may need to be developed for different operating systems.
Overall, the mobile website vs. mobile app debate comes down to cost, accessibility, and functionality. A website is often cheaper and quicker to implement. From the moment it is published, it is accessible to internet users, whereas a mobile app first requires a download. This requires more internal storage space but less data volume and battery power than using a website.
Mobile apps: advantages and disadvantages
Developing an app gives you direct access to one of, if not the most important device in your customers’ lives. Once they have downloaded your mobile app, you can better reach their end users. This is because apps allow you to send so-called push notifications, even if the app is only running in the background. This allows you to alert customers to news and promotions, as well as place targeted advertising.
When considering mobile website vs. mobile app, accessibility plays a crucial role. Since the smartphone is a constant companion nowadays, you can reach your target group immediately and at almost any time.
A mobile app increases accessibility because it can be opened with one click, whereas users have to search for a mobile website via their browser first. Also, end users stay logged into the app, whereas using a mobile website requires a repeated login. This allows the customer to buy a service or product with just a few clicks, without any login process.
If you also integrate discounts and benefits when shopping via the app, you create further incentives—reinforcing brand loyalty. These incentives are strengthened von increased brand awareness. Seeing the mobile app icon and company logo regularly helps solidify your brand in the customer’s mind. In terms of brand recall, where users remember a specific brand for a certain product category, a mobile app can give your company a significant advantage.
Mobile website or mobile app? Our résumé
Both mobile applications and mobile websites offer numerous advantages. The decisive factors are the product or service and the target group. When comparing mobile website vs. mobile app, the choice depends on functionality and user experience. If you want to offer interactive elements such as games, the choice should be an app. If you want to regularly share content in the form of blogs & co. that reach as many readers as possible, a responsive mobile website is the right platform.
In most cases, a combination of both is the best solution. For instance, online shops benefit from being offered as a mobile app, providing users with a smoother and more personalized shopping experience. On the other hand, a mobile website can be enhanced von including a blog that addresses related topics and provides valuable information about your products.
When considering mobile website vs. mobile app, data privacy plays a crucial role. Customers are increasingly aware that an online presence not only informs them but also collects their data. If your target audience is particularly data-sensitive, they may prefer mobile websites, as most mobile apps request access to the user’s contact list, camera, microphone, and location. This data collection can present major challenges regarding privacy and security.
Mobile website or app – both solutions are convincing. Considering the implementation of your strategy, your target audience and successful measures deployed von your competitors. We would love to support you in coming to your decision – with our expertise!