Mobile App versus Mobile Web Site: Marketing

Do you need a mobile web site or a mobile app?  Yes.

Both have their place in your business’ marketing mix and some sort of mobile presence is essential.  According to comScore, as of July 2011, 234 million Americans, age 13 and older, use a mobile device on a daily basis.  And that number is only growing.  ComScore reports that almost half of these users are using their mobile devices to browse the web.  And an equal amount of users report downloading apps on their mobile devices.  You cannot afford to ignore the mobile market.  And nothing is more frustrating to a mobile user than a web page that will not render on his or her device!

A mobile web site can be accessed from a web browser so it may reach a larger audience.  It is less expensive to develop.  And a well crafted web site will render on all devices.

A mobile app is, well, just more fun for the user.  An app will allow the user to move through the content more seamlessly and with less effort.  Apps provide features that a mobile web site cannot, such as GPS and meaningful user interface.    An app will allow you to establish a more intimate relationship with your consumer.  A mobile app increases the likelihood of a conversion.  Even the best mobile web site may seem sluggish to a consumer attempting a transaction.  If the site is slow to load, even by just a few seconds, the consumer may forgo the transaction.  If many of your customers are iPhone users, it is worth the extra effort to include an app in your marketing strategy.  Mashable reports that retailers enjoy a 30% higher conversion rate for native iPhone apps versus the typical mobile website.  Do you have a lot of repeat customers?  Do your customers visit your store weekly or more frequently?  If so, an app might make sense for your business.