It is no secret that almost everyone has a mobile phone. Thus, no surprise Businesses realizing the need of utilizing the mobile channels to advertise and showcase their product to the customers. It has become very important for them to integrate operations enhancing mobile platforms to attract mass conversions. In this modern era where every day there is a new business trying to gain its place amongst the leaders of its respective market, there is great need of understanding the mobile users and then strategizing to boost its branding. While the big companies with stable financial assets can afford to use both the App and Website platform, some do not have the means to execute operations in these two platforms simultaneously. Although there are lot of factors that determine its efficiency with respect to its business, simpler way to explain it would be that the choice between these two depends upon their usability, features required, cost, type of business and on its targeted audience. Now to understand the different factors considered by the businesses in coming into a choice between these two platforms, we look into their functionality. Mobile website could really be an innovative step to support their marketing and PR reputation which would be aided with its broader reach, whereas the App would be a great solution if the business want to build their content based on device’s functionality, like its camera, GPS, contacts, scanner, etc. As it is evident now that both the platforms have a different approach towards the customer, we will get a much better understanding on each of the platform through its Pros & Cons.

Why should you consider mobile website over the app?

It is compatible across every type of devices and the operating system as it does not require different versions to maintain its content in different systems. As a result, it costs less to upgrade as only one version is required to be maintained across all variations. It is also easier to alter the content and design in a website through simple editing which allows user flexibility and thus efficiency.  It also commands broader reach due to its
flexibility across various systems and devices.

Apps are considered more convenient, as the features and the contents function much efficiently and smoothly which provides a much better user experience. They solve and tend to a lot of regular use services allowing users to personalize and set preferences according to their needs. App provides a great feedback system, as well a platform for businesses to target their audience.It allows them to strategies marketing campaign for different users. The ability to provide basic content and functionality is a fundamental advantage that an app has which the
website fails to provide. They also have been used as a business communication tool, in fact, it is the most preferred method for sending mobile notifications.

Why should you consider mobile App over the website?

Websites usually serve its content more efficiently in a desktop experience than in a mobile experience. Since Mobile showcases lot less content than a desktop, a website may not be able to fully access the contents that a desktop does. Another disadvantage in the website is its inability to access all the smartphone mobile features like GPS, the camera as efficiently as those Apps. The mobile website always requires a good internet to function and operate at its full efficiency. One of the major difference and a considered disadvantage of Apps are that they are required to be developed separately for different devices and different operating systems. Thus requiring a lot of time, labor, costs and different strategies. Although there are cross-platform solutions that solve the above issue, they have not been readied to support every module and features od every operating system. The need to provide upgrades and fix compatibility with every other device and maintaining it requires a lot of time and money.

According to statistics of Flurry Analytics, as per 2016, 90% of the users prefer mobile apps over the website. This comes down to personalization, the convenience that the app provides. The app also has this capability to become a brand presence in the user’s device which helps influence user’s perception of a brand, subconsciously. The icon of the app plays the role of advertising the company’s brand. However, for businesses to grow along with the operation they have opted for, they have to base their strategy depending on the marketing goals, the audience they would be serving and on the position of their brand financially, socially and according to the trade of their business. Although the Mobile app has a clear preference over the website, one must not ignore the different aspect of approach the website provides to their audience. According to Our Opencart mobile app development team, there has been a consistent increase in the percentage of app users with every progressing year but most of these numbers are derived from the gaming and social media apps. Moreover, there is no concrete data that tells us which mobile website users visit more often, therefore there cannot be a decisive comparison made. It will always be a debate on which one is a better gamble in a business strategy but done in a strategic and efficient execution of the plan, one can accomplish their targets in both the platforms of mobile marketing.