Are apps worth the investment to acquire new customers?

As the population of smartphone owners continues to rise, developers will notice that a greater percentage of the Web traffic going to their online content comes from mobile devices.

Nielsen released a report that says that US adults spend even 25 percent more time using the mobile internet on smartphones rather than the PC internet. With many impressions happening via smartphones, you have to make sure you have a positive experience or users won’t revisit you on desktop.

Responsive design or app?


Many companies choose a responsive design over applications to drive return on investment and acquire new customers. There are several ways to approach a mobile Web presence, and the idea behind responsive design is to create one website to fit all screen sizes. That also means making lot of compromises and sacrificing user experience.

On the other side, companies with slow-moving desktop pages or costly apps that require a platform of their own will have a hard time just to get smartphone users to their pages, let alone convert them.

Many fans of a given brand are disappointed in the company itself if the mobile experience doesn’t meet their expectations. A frustrating experience on a website will hurt an opinion of the brand overall.

Apps have two clear advantages:

1. In general, a well-made app can provide a far better user experience than even the best mobile websites are capable of presently.

2. When a user downloads your app, all of the sudden you have much stronger channel to market and promote your products and build strong relationship with your loyal customer.

App it is, but…

The key is to tie your business into every app platform. Don’t dedicate all your resources to one platform or simply disregard one of the app platforms entirely. You may have heard Android leads Apple in mobile operating system share, yet Apple still leads in app variety, downloads, usage and revenue (for now). As a marketer faced with pressure to go mobile, can you prioritize your mobile development between platforms, or are they both essential to your business?

In a perfect world, you serve all possible consumers – it means you *should* develop for both Apple and Android. According to IDC statistics (Q2 2014), that covers 96,4 percent of smartphone users at the moment.

With Shoutem, that doesn’t mean it will double cost you. With our builder, you can create app for iOs and Android at the same time.