More people than ever are checking emails and using the Internet on their mobile devices. In fact, according to Ofcom, smartphones are now the most popular devices for getting online, with around one third of Internet access coming from them.
Most retailers have responded to the rise in popularity of mobile Internet by using responsive design for their emails and websites. Having a responsive website does offer some benefits: it means that companies only have one site to manage, and that site will be usable on whatever device it’s being viewed on. However, retailers should still consider creating a native app, as this can provide a unique experience for their most loyal customers.
Although it’s generally recommended that companies prioritise mobile websites over mobile apps, they still have a place. A study by Go-Globe found that mobile apps now account for 52% of all time spent on digital media, and 42% of sales generated from the leading 500 merchants came from mobile apps. 85% of those surveyed also said that they preferred native mobile apps to mobile websites.
In general, mobile apps are used by a company’s most loyal customers, so having one allows you to provide them with a better mobile experience. Mobile apps are completely device specific, more so than a mobile website, so you can be confident that your app users are having the best possible shopping experience. Apps are also seen as being more trustworthy than mobile sites, and make it as simple as possible for customers to access their favourite retailers on the go.
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