Benefits of Mobile App vs Responsive Website: Pros & Cons

The History of Mobile Commerce

Mobile commerce is becoming more and more prominent. The term was created in 1997, long before most consumers had a smartphone in their purse or pocket. The first browsing-like mobile application was launched in Japan in 1999. Then, the first transactions for tangible (or physical goods) occurred in 2003 at a Dutch department store. They involved a text-based sales campaign, in which customers had to register online and connect their bank accounts, enabling them to automatically purchase items sent to them in text messages by replying “yes.” 

From those humble beginnings, mobile commerce has exploded into big business. During the second quarter of 2019, mobile commerce accounted for 28.5% of all dollars spent online in the U.S., amounting to more than $41 billion. During the second quarter of 2010, mobile commerce accounted for only 1.8% of total eCommerce spending in the U.S. That’s a phenomenal level of growth over a ten-year period, and it indicates that mobile commerce isn’t going away any time soon.

Consumer Behavior

Consumers behave differently on mobile devices than when browsing the internet using a laptop or desktop. In 2019, 81% of Americans owned a smartphone, compared to only 74% of Americans who owned a desktop or laptop. People tend to view their smartphones almost as an extension of themselves. People often take their phones everywhere and use them for both professional and personal purposes. Some people even experience anxiety when separated from their phones.

Usage patterns for electronic devices are changing as well. Mobile traffic represents about 50% of all internet traffic in the U.S. In 2019, the average US adult spent about 3 hours and 43 minutes on mobile devices, up from three hours and thirty-five minutes the previous year.

How people spent their time while using their mobile devices matters. According to research by eMarketer, people on mobile devices spend 90% of their time using apps. Depending on the source, most researchers routinely find that consumers spend between 70%-88% of time using mobile apps when accessing the internet on their mobile devices, as opposed to web browsers.

Mobile Commerce

Businesses have two main options when it comes to offering their customers mobile-friendly shopping options. The first is to have a responsive website. A responsive website is a website that automatically resizes website element so that the site looks good on all devices. Specifically, businesses can offer mobile-enabled websites that are easier for consumers on mobile devices to use. These websites typically include features like hamburger menus and layout that can easily be scanned by consumers using a small screen.

Businesses’ second option for providing mobile-friendly shopping options is to offer an app. These apps are usually free and available for download in either the Apple App store or in Google Play.

What factors would lead a business to consider offering either a mobile-enabled website or a website over the other? Ideally, a company would offer both and let the consumers decide which option they prefer. Of course, we don’t live in an ideal world and companies have limited resources so they may not be able to offer both.

Mobile-Enabled Website

A mobile-friendly website, or responsive website, adapts to work well with a smartphone. The website navigation may change, or the mobile version of the site might add new features, like a click-to-call button. There are several advantages to having a responsive website. The first is that most businesses probably already have a website, so making it responsive involves modifying something that you already have rather than making something new. A responsive website will work on all types of devices, including desktops and Smartphones. It does not require a specific web browser or platform like Apple or Android.

Mobile Apps

Companies have a choice when it comes to the type of app they wish to provide. They may provide a hybrid or native app. A hybrid app uses the same technology as websites and mobile web implementations. They are basically web apps that have been put in a similar shell as a native app. Hybrid apps rely on the device’s web browser to function. One advantage of hybrid apps is that they work the same way on both Apple and Android devices.

Native apps do not use the web browser. They are written to work on a specific device platform, usually Apple or Android. Compared to hybrid apps, native apps offer a better performance and are more secure. Although there are differences in performance and implementation between hybrid and native apps, most consumers won’t be able to tell the difference. 

Why Businesses Should Provide Mobile Apps

One of the main reasons that companies should consider offering customers a mobile app is because your competitors probably already are or are planning to. Companies that don’t offer mobile apps run the risk of falling behind those who do, and potentially missing out on future business. 

Depending on your specific field, offering an app can boost sales. In the UK, Domino’s saw online sales rise 29% year-over-year while app-based orders rose more than 41% in 2015. Their CEO David Wild reported that their app had been downloaded more than 11.5 million times since they released it three years ago and that their customers valued convenience more than anything else. 

About Us

CertiPro aims to help our customers remain at the forefront of eCommerce trends, including mobile commerce. We offer customized native apps that integrate with Sage and Magento so that companies can offer their customers the best possible mobile experience. Contact CertiPro today to learn how you can streamline your backend data collection and make your customers happy.