Mobile is nowadays a must-have for brands to connect and engage with their own target audience. As smartphones and tablet PCs are people companions in everyday life, companies are sometimes caught in a tricky question: is it better to have a mobile site, or develop a mobile app? We might be tempted to answer that both are needed, but budget constraints could force to take a decision. 

Mobile apps are generally easier to use than mobile sites, and they have long been pictured as the ideal tool for getting in touch with loyal customers. However, recent research by Google shows that 87% of consumers can be loyal to a brand without having its app on their phone. More than a half of us does not have the favorite brand’s app installed, and technical barriers (such as the limited connectivity or storage space) are not the only reason behind this. 

Branded mobile apps don’t always offer the exclusive contents or service we would expect, so there’s no real advantage in downloading them, and even less in keeping them updated. According to Google, 63% of people say that when a company forces them to download an app to access a deal, they will typically delete it shortly thereafter.  

Mobile sites are usually richer in contents, so consumers prefer them when looking for insights about the company and its products. Mobile sites are also more trusted than apps for e-commerce, and they are perceived as less intrusive in terms of privacy and personal data protection.  

However, a poor mobile site experience can negatively impact on brand reputation and even on sales, as nearly half of people say they won’t consider purchasing from a company that has an unsatisfactory mobile site. Users expectations are high, and almost nobody is likely to excuse a slow or hard to navigate site, or offering obsolete contents.  

With over 40% of online transactions happening on mobile, brands need to find their own way to create a seamless mobile experience across sites and apps. Both tools offer specific benefits to users, which should be carefully evaluated before choosing one or the other.  

A third path is also possible: have you ever considered a mobile platform such as Movibell? Try it to offer an innovative, surprising and content-rich mobile experience to your customers and prospects!