Mobile app vs. mobile website

Source: xkcd.com

In 2014, people are spending more time on internet through mobile devices than desktop computers. Most companies have understood this and try to establish a mobile presence for their business or organization. However, navigating the options for going mobile can be tricky. Deciding between a mobile application and a mobile website is a difficult choice to make since both options present advantages and disadvantages.

The obvious solution to this dilemma would be to create both in order to capture the attention of the entire mobile audience. Nevertheless, few companies can afford to build both options and that's why it is important to discover which one is the most suitable.

Advantages of a mobile website

• More affordable: Developing a mobile website is considerably less costly than developing a native application, especially if you want to be present on different platforms (iOS, Android,...).
• Better visibility on search engines: Mobile websites are as easy to find as regular websites because their pages can be displayed in search results. Native apps cannot be crawled by search engines and their visibility is dependent of app stores.
• No need for approval: Creating a mobile website does not require to follow extensive guidelines nor to wait for the approval of an app store that can take from a week to several months.
• Better flexibility to update: Changing the design or content of a mobile website simply requires to publish the edit once and the changes are immediately visible. On the other hand, updating an app requires to go through the same approval process and users need to download the update.
• More accessible: A single mobile website can reach users across many different types of mobile devices. Its capability to reach users is far greater than a native app.

Advantages of a mobile application

• Can use smartphone functionality: A native app is the best option if you need to access a user's camera, GPS or any other phone functions.
• Better personalization: Since a native mobile application is always tied directly to a user's device, it creates more opportunities to offer a personalized user experience.
• Handle a complex UI better: Native apps provide the most tailored user experience. In particular, it's almost always the best choice for interactive games.
• No connection required: Only an app can provide an offline access to content and perform functions without a network/wireless connection.
• Easier to monetize content: With an app, it’s particularly easy for users to make a purchase with pre-entered credit card information. An app is the best suited for offering micro-purchases for products or services like buying virtual goods or access to additional content.

Generally speaking, a mobile website should be considered the first step in developing a mobile web presence. Most programmers can handle the technologies behind it and the cost difference between the two options is pretty compelling. I think that a native mobile application is the right option only for a very specific purpose that cannot be effectively accomplished via a web browser.