It’s common knowledge that web-enabled mobile devices have transformed the way we interact with technology and information. Today, more than ever, users are searching the Web, purchasing products and networking with their peers on smart phones and tablets.

However, most businesses don’t prioritise creating a mobile presence to equal their Web presence. This represents a missed opportunity to harness the ever-growing mobile market. As more consumers wake up to the idea of mobile connectivity, businesses also need to evolve and adapt by providing a new connection to users with mobile communication needs.

It’s time to give your website a mobile makeover. But the question remains; create a mobile website or a mobile application?

Mobile website v mobile application

The two most prevalent means of reaching consumers on mobile devices are mobile websites and mobile applications. Both apps and mobile websites can be accessed on a handheld device such as an iPhone, Android or Blackberry, however the similarities end there.

A mobile website is a ‘version’ of your regular website designed for the smaller screen display and resolution while incorporating load time and touch-screen functionality. In contrast, a native mobile application is a product downloaded from an app marketplace and installed on a device by the user. Other features are listed below.

Mobile websites:

• Instantly accessible by the user;
• Compatible across all mobile devices regardless of the operating system;
• Easily updateable and manageable;

Mobile websites are predominantly used for research and e-commerce as they can be accessed via search engines. What’s more, it’s easier to drive traffic to a mobile landing page, rather than an app store to encourage users to engage with your content. Finally, users can’t delete your website in the same way they can delete an app from their device.

Mobile apps:

• Available both online and offline;
• Require a separate version to be developed for each device and operating system;
• Work seamlessly with the device’s functionality e.g. camera, location-based services etc

For interactive games, an app is almost always the best choice to maximise the mobile experience. However, updating an app is not automatic and requires the user to download the change. In addition, as applications are programmed in specific computer languages, they are native to only one device. Therefore, the business must choose to build an app for all, or just one mobile device.

So, which do I choose?

As a general rule, If you want to offer mobile-friendly content with mass market appeal, choose a mobile website. If you’re interested in a niche market represented by use of a certain device and operating system, a mobile app is suitable. However, it all boils down to context. Who is your target customer? Which devices do they use? What do they want from you?

As a helpful starting point, begin with a mobile website so if your customers find you with their mobile device, they’re provided with an engaging and user-friendly experience. Then, you can move to creatively harness your customer with an interactive mobile application.

The good news

The good news is, it’s easy to make your website mobile compatible. Contact Vivo Group today to see how we can help you harness your mobile market.

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