Responsive Website vs. Native App – How Far Do You Need to Go Mobile?

By | February 1, 2015

With the coming of the mobile revolution being heralded for years, it
seems we’re finally here (even though it came in with a whimper, more
than a bang). With that said, it’s now critical that every marketer
that wants to stay competitive be not only findable, but viewable on
mobile devices. Mobile devices make up a greater portion of all
searches each and every year, and we’re finally starting to see some
viable means in terms of mobile purchasing to warrant the push to either
responsive websites, native apps or both.

But what’s the difference?

What is a Responsive Website?

A responsive website (or more accurately, responsive web design) simply
means that the site is coded and designed in such a way that the content
will adjust to fit on whatever size screen it is being viewed on. So if
you’re looking at a site on your 27-inch desktop monitor, it will look
great, but if you visit the site on your 3-inch mobile device, it will
also display correctly.

Responsive websites eliminate the need to have a dedicated site built
for mobile (in addition to your standard website). The coding in the
site responds to the device it is being viewed from and tells the
browser exactly how the content should be displayed so there are no
errors and functionality is preserved. If your audience connects to
your site via a number of devices (e.g. computer desktop, laptop,
tablet, smartphone, mobile phone, etc.), a responsive website is a
critical investment.

Benefits of responsive web design include:

– Your site is indexed as mobile-friendly by search engines, while still
maintaining all of its normal indexing

– All of your updates to your website can be done in one place and show
up on any viewing device

– Your site becomes flexible, able to reach all viewers no matter the
device they are using

– All of your updates are seen by anyone who views the page and are not
limited or restricted by device

What is a Mobile App – or Native Mobile App?

Mobile app and native mobile app are two terms used interchangeably for
the same thing. A mobile app is an application designed specifically
for use on mobile devices. It is an entirely separate program from your
website and instead of being stored on servers, it is downloaded by the
user and stored on their smartphone.

What this does is it allows users to connect even when they don’t have
internet access. This is due to the fact that the app is stored locally
(though some mobile apps will require internet). That means native
mobile apps grant faster access for users than mobile (or responsive)
websites do.

In addition, mobile apps have permissions that can help your sales such
as access to the phone’s camera or speaker. This makes it easier for
customers to interact with you. The downside here is that native mobile
apps require different operating systems for Android and iOS phones, so
it does cost some money to develop them…twice.

There are also a few more downsides and upsides to mobile apps:

– While faster than websites on mobile devices, mobile apps have fixed
layouts meaning you must design one for each operating system

– Your audience for mobile apps is limited to people who have
smartphones

– Search engines don’t index mobile apps because they aren’t stored on
the internet, but rather on the user’s phone

– Updates can be tricky because the user must download them for updates
to appear. Not everyone does this, so your newer content might not gain
as much traction

– It is both expensive and time-consuming to develop native mobile apps
and then get them approved by the app stores (Google Play and the Apple
App Store)

Ideally, you would have both, but for now, a responsive website seems
like the safer plan for internet marketers until your business demands a
mobile app.

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