Research into this long standing debate was not hard to come by. There are a multitude of sites and blogs all discussing the pros and cons of apps or websites for the greatest user experience. However it appears the debate is turning a corner to include new technologies that could change the whole debate into
a possible solution.
To keep up with the demands of customers, who now expect even more from their mobile experiences, brands are constantly looking for new ways to present and deliver their message in an innovative engaging way, which is usually in the form of a website or an app.
Research into this long standing debate was not hard to come by. There are a multitude of sites and blogs discussing the pros and cons of apps or websites for the greatest user experience. However the debate is turning a corner, to include new technologies that could result in a possible solution.
What are the current technologies?
There are actually 4 mechanisms for delivering branded mobile experiences:
- Mobile Web
- Native Apps
- Web Apps
- Hybrid Apps
Mobile Web
Mobile websites are accessed by a browser through a mobile device and appear in a user friendly format. As mobile sites work cross-platforms, everyone with an internet enabled phone and data plan can access them.
In terms of cost, due to the significant reach of mobile websites, they are a relatively low cost method when looking at cost per potential viewer. There is also the added bonus of avoiding any app submission requests and licenses.
Native Apps
These are specific to a platform such as iOS or Android and are downloaded from an app store. Their strengths are seen in the richness of the user experience, especially within gaming apps. There is full integration with all of the smart phone’s features such as the camera and GPS as well as offline capabilities.
Research has show that native apps actually convert 30% more effectively than web for
commerce.
However, the problem lies in making your app stand out from the crowd in the store, with enough differences, features and values to make the consumer want to download and use the app. They are also platform specific, which cuts down the reach of your app.
But native apps do provide the fastest and slickest of experiences with the fullest functionality for the user as seen in the extremely popular Angry Birds app.
Web Apps
Web apps are also accessed via the browser and in terms of experience and reach; they sit between native apps and websites.Generally web apps will work on all new smartphones and are typically lower in cost to build and maintain.
The web app will ask if you would like to add on icon or a short cut to your home screen, which makes it look just like an app, as seen on the YouTube or Bet 365 sites.
The gap between web and native apps is quickly closing but there are a few features that web apps are still missing out on; mainly the access to the phones features, such as the camera.
Hybrid Apps
Hybrid apps appear to be just like native apps and are downloaded from the app store. However, the clue is in the name, they use a combination of native and web technologies.
Compared to native apps they are relatively easy to build and maintain across multiple platforms. By using both technologies, the app can pick and choose when to use native or web tools for the greatest value and user experience.
Hybrid apps can also be downloaded from the app store but with a much smaller download size. However there is still the issue of complying with the restrictions that Apple enforce when using the store.But they are gaining in popularity by using multiple technologies as the Facebook App has found.
Who Comes Out on Top?
Within the app vs. web debate, each option has their strengths and weaknesses dependent on the industry the delivery mechanism is designed for. Whether you are looking within retail, financial services, or content rich sites, each technology will offer you something different to reach out to your target audience.
However there does appear to be a shift away from apps that can be restricted or even declined by the platform operator. The hybrid app embraces the strengths of both native and web, which could quickly become the technology of choice for mobile marketeers.
Therefore the debate and answer is no longer app vs web but is in fact app AND web functionalities for the ultimate user experience.
Which option would you vote for in this debate? Are
there any other new develoments that could be included in the
discussion?
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