A mobile website is similar to any other website in that it consists of browser-based HTML pages that are linked together and accessed over the Internet (for mobile typically WiFi or 3G or 4G networks). The obvious characteristic that distinguishes a mobile website from a standard website is the fact that it is designed for the smaller handheld display and touch-screen interface.
Think of your mobile website as an introduction of your business and brand to the customer and your mobile app as the ultimate engagement tool you can have with a customer. Mobile websites inform the audience and mobile apps create a lasting relationship.
Advantages of a Mobile Website vs. Native Apps
If your goals are primarily related to marketing or public communications, a mobile website is almost always going to make sense as a practical first step in your mobile outreach strategy. This is because a mobile website has a number of inherent advantages over apps, including broader accessibility, compatibility and cost-effectiveness.
Immediacy – Mobile Websites Are Instantly Available A mobile website is instantly accessible to users via a browser across a range of devices (iPhone, Android, BlackBerry, etc). Apps on the other hand require the user to first download and install the app from an app marketplace before the content or application can be viewed - a significant barrier between initial engagement and action/conversion.
Compatibility – Mobile Websites are Compatible Across DevicesA single mobile website can reach users across many different types of mobile devices, whereas native apps require a separate version to be developed for each type of device. Furthermore, mobile website URLs are easily integrated within other mobile technologies such as SMS, QR codes and near field communication (NFC).
Upgradability – Mobile Websites Can Be Updated Instantly
A mobile website is much more dynamic than an app in terms of pure flexibility to update content. If you want to change the design or content of a mobile website you simply publish the edit once and the changes are immediately visible; updating an app on the other hand requires the updates to be pushed to users, which then must be downloaded in order to update the app on each type of device.
Findability – Mobile Websites Can be Found EasilyMobile websites are much easier for users to find because their pages can be displayed in search results and listed in industry-specific directories, making it easy for qualified visitors to find you. Most importantly, visitors to your regular website can be automatically sent to your mobile site when they are on a handheld (using device-detection). In contrast, the visibility of apps are largely restricted to manufacturer app stores.
Shareability – Mobile Websites Can be Shared Easily by Publishers, and Between Users
Mobile website URLs are easily shared between users via a simple link (e.g. within an email or text message, Facebook or Twitter post). Publishers can easily direct users to a mobile website from a blog or website, or even in print. An app simply cannot be shared in this fashion.
Reach – Mobile Websites Have Broader ReachBecause a mobile website is accessible across platforms and can be easily shared among users, as well as search engines, it has far greater reach capability than a native app.
LifeCycle – Mobile Websites Can’t be DeletedThe average shelf-life of an app is pretty short, less than 30 days according to some research, so unless your app is something truly unique and/or useful (ideally, both), it’s questionable how long it will last on a user’s device. Mobile websites on the other hand are always available for users to return to them.
A Mobile Website Can be an App!Just like a standard website, mobile websites can be developed as database-driven web applications that act very much like native apps. A mobile web application can be a practical alternative to native app development.
Time and Cost - Mobile Websites are Easier and Less Expensive Last but certainly not least, mobile website development is considerably more time and cost-effective than development of a native app, especially if you need to have a presence on different platforms (requiring development of multiple apps).
Support and SustainabilityThe investment considerations of app vs website don’t end with the initial launch; properly supporting and developing an app (upgrades, testing, compatibility issues and ongoing development) is more much more expensive and involved than supporting a website over time.
When Does an App Make Sense?
Despite the many inherent benefits of the mobile web, apps are still very popular, and there are a number of specific use scenarios where an app will be your best choice. Generally speaking, if you need one of the following, an app makes sense:
Interactivity/Gaming – for interactive games (think Angry Birds) an app is almost always going to be your best choice, at least for the foreseeable future.
Regular Usage/Personalization – If your target users are going to be using your app in a personalized fashion on a regular basis (think EverNote) then an app provides a great way to do that.
Complex Calculations or Reporting – If you need something that will take data and allow you to manipulate it with complex calculations, charts or reports (think banking or investment) an app will help you do that very effectively.
Native Functionality or Processing Required - mobile web browsers are getting increasingly good at accessing certain mobile-specific functions such as click-to-call, SMS and GPS. However, if you need to access a user's camera or processing power an app will still do that much more effectivley.
No connection Required – If you need to provide offline access to content or perform functions without a network/wireless connection then an app makes sense.
Think of your mobile website as an introduction of your business and brand to the customer and your mobile app as the ultimate engagement tool you can have with a customer. Mobile websites inform the audience and mobile apps create a lasting relationship.
Advantages of a Mobile Website vs. Native Apps
If your goals are primarily related to marketing or public communications, a mobile website is almost always going to make sense as a practical first step in your mobile outreach strategy. This is because a mobile website has a number of inherent advantages over apps, including broader accessibility, compatibility and cost-effectiveness.
Immediacy – Mobile Websites Are Instantly Available A mobile website is instantly accessible to users via a browser across a range of devices (iPhone, Android, BlackBerry, etc). Apps on the other hand require the user to first download and install the app from an app marketplace before the content or application can be viewed - a significant barrier between initial engagement and action/conversion.
Compatibility – Mobile Websites are Compatible Across DevicesA single mobile website can reach users across many different types of mobile devices, whereas native apps require a separate version to be developed for each type of device. Furthermore, mobile website URLs are easily integrated within other mobile technologies such as SMS, QR codes and near field communication (NFC).
Upgradability – Mobile Websites Can Be Updated Instantly
A mobile website is much more dynamic than an app in terms of pure flexibility to update content. If you want to change the design or content of a mobile website you simply publish the edit once and the changes are immediately visible; updating an app on the other hand requires the updates to be pushed to users, which then must be downloaded in order to update the app on each type of device.
Findability – Mobile Websites Can be Found EasilyMobile websites are much easier for users to find because their pages can be displayed in search results and listed in industry-specific directories, making it easy for qualified visitors to find you. Most importantly, visitors to your regular website can be automatically sent to your mobile site when they are on a handheld (using device-detection). In contrast, the visibility of apps are largely restricted to manufacturer app stores.
Shareability – Mobile Websites Can be Shared Easily by Publishers, and Between Users
Mobile website URLs are easily shared between users via a simple link (e.g. within an email or text message, Facebook or Twitter post). Publishers can easily direct users to a mobile website from a blog or website, or even in print. An app simply cannot be shared in this fashion.
Reach – Mobile Websites Have Broader ReachBecause a mobile website is accessible across platforms and can be easily shared among users, as well as search engines, it has far greater reach capability than a native app.
LifeCycle – Mobile Websites Can’t be DeletedThe average shelf-life of an app is pretty short, less than 30 days according to some research, so unless your app is something truly unique and/or useful (ideally, both), it’s questionable how long it will last on a user’s device. Mobile websites on the other hand are always available for users to return to them.
A Mobile Website Can be an App!Just like a standard website, mobile websites can be developed as database-driven web applications that act very much like native apps. A mobile web application can be a practical alternative to native app development.
Time and Cost - Mobile Websites are Easier and Less Expensive Last but certainly not least, mobile website development is considerably more time and cost-effective than development of a native app, especially if you need to have a presence on different platforms (requiring development of multiple apps).
Support and SustainabilityThe investment considerations of app vs website don’t end with the initial launch; properly supporting and developing an app (upgrades, testing, compatibility issues and ongoing development) is more much more expensive and involved than supporting a website over time.
When Does an App Make Sense?
Despite the many inherent benefits of the mobile web, apps are still very popular, and there are a number of specific use scenarios where an app will be your best choice. Generally speaking, if you need one of the following, an app makes sense:
Interactivity/Gaming – for interactive games (think Angry Birds) an app is almost always going to be your best choice, at least for the foreseeable future.
Regular Usage/Personalization – If your target users are going to be using your app in a personalized fashion on a regular basis (think EverNote) then an app provides a great way to do that.
Complex Calculations or Reporting – If you need something that will take data and allow you to manipulate it with complex calculations, charts or reports (think banking or investment) an app will help you do that very effectively.
Native Functionality or Processing Required - mobile web browsers are getting increasingly good at accessing certain mobile-specific functions such as click-to-call, SMS and GPS. However, if you need to access a user's camera or processing power an app will still do that much more effectivley.
No connection Required – If you need to provide offline access to content or perform functions without a network/wireless connection then an app makes sense.
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