Why You Probably Don’t Need a Mobile App

March 2016

Why You Probably Don’t Need a Mobile App

When it comes to connecting with your customers on mobile devices, chances are good that you’re considering, or have already considered, a mobile app. After all, the conventional wisdom today is that a smartphone and/or tablet app is the best thing to help boost engagement and build lasting relationships with your customers. That’s true to an extent, but it’s not the whole story. In fact, chances are good that you don’t actually need an app at all.

Determine Yout Mobile Goals

The first step in determining if you need a mobile app or a mobile website is this – define your goals. Do you want to make content available to a wide range of mobile users, while boosting your brand and building engagement? If so, then a mobile site is the way to go. Developing a game, or trying to create functionality that can’t be accomplished on the web? Then a mobile app would be the better choice.

Can Mobile Apps Improve Visibility?

A lot has been made about how apps can improve a business’ visibility. However, this is only true if people actually use your app. The problem is that most apps are only seen by about 7% of the users of the related app store (iTunes or Google’s App Store, for instance). That’s a paltry amount compared to the number of visitors that could be drawn to your mobile site with the right design implementation and the right marketing strategy. You also need to consider the fact that more than 90% of smartphone apps are either used once and then ignored or never used at all. That’s a lot of money thrown away for no real benefit.

Cross-Device Compatibility

Another problem that must be overcome when it comes to developing a mobile app is the problem of cross-device compatibility. You’ll need to build two versions of the app – one for iOS devices and another for Android devices. That quickly increases your costs and hassle. With a mobile site, you have immediate access and complete cross-device compatibility.

Consumer Preference

Finally, you have to consider consumer preference. When it comes to finding information, almost half of all consumers start with a search engine (Google and Bing lead the pack). Only 33% use a branded website, and only 26% use an app (that’s not a browser). Obviously, the smart money is on mobile site design, as it gives you access to the largest pool of potential customers. However, this should be modified by the composition of your customer base and what your potential app would offer those customers.

The Clear Choice

Obviously, the best option for most businesses is a mobile website. However, not all configurations are created equal. It’s a far better choice to have a responsive single site designed, rather than trying to maintain two different sites (your regular website plus a mobile-only version). Google also prefers this, so responsive sites get higher rankings in the SERPs.

If you’re struggling to get out in front of mobile customers, then Peppersack has the solution. Our web design, marketing and analytics solutions can ensure the strongest possible foundation for success.

Why You Probably Don’t Need a Mobile App by Chris Tomlinson




Peppersack is a digital marketing agency base in Manchester, UK. Peppersack specialises in Inbound and Content Marketing. We build websites for our clients and support them with a range of services including campaign development, SEO, Content Generation, Social Media Marketing, technical support and analytics.



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