Mobile App or Site? 6 key Considerations

Posted on June 5, 2010


Based on smartphone market growth it’s clear that B2B marketing needs to include mobile. You may be thinking about a mobile web site, app, or both. But with limited budgets and resources, maybe you are feeling pressure to pick one—here are 6 key considerations when deciding between investing in a mobile application instead of designing a mobile website.

  1. One device and operating system or many? App: Apps work only on the device for which they are designed. Website: A mobile site will work across platforms.
  2. Target audience. App: Smaller, niche audience. Website: Larger audience reach, serves the needs of more users. “If you have a limited budget, consider the cost of developing an app versus the size of the audience who can use it,” Brown advises.
  3. Being found. App: “The growing number of apps is staggering, so consider how yours will be found,” she says. Website: Your mobile website will benefit from, and easily integrate with, other marketing components.
  4. User experience. App: “The best apps are feature-rich and integrate seamlessly with the device’s capabilities (like GPS),” Brown notes. Website: “A simple clean interface for the mobile Web can serve needs just as well for more users,” she says.
  5. Start-up and maintenance costs. App: Costs more to develop and maintain with more updates as devices change. Website: Lower development costs, easier to update and longer lifetime.
  6. ROI: Purposeful or popular? App: Apps are hot and fun. Website: The mobile Web will be bigger than desktop in five years, Brown predicts.

Posted in: Programming