Mobile app vs web app

 

Mobile app vs web app

With or without installation

The biggest difference between an app and a website is "whether or not it is installed". The app must be installed on your mobile device to use it, but the website can be viewed on your browser. In addition, the app requires communication when downloading, so it consumes gigabytes of communication. Large-capacity apps consume a considerable amount of data, so in the case of smartphones, the speed may slow down.

Communication speed is significantly different

Communication speeds differ greatly between apps and websites. The communication speed of the Internet depends on the speed of the line regardless of whether it is a smartphone or PC, but this is because all the information to be displayed is obtained from the server via radio waves.

On the other hand, once the app is installed, certain menu items, buttons, characters, etc. can always be saved in the terminal. By using the ROM of the mobile terminal, radio waves are required only for content updates, and the amount of communication can be reduced.

Therefore, the communication speed of the application, which is not affected by radio waves, is faster than that of the website and does not stress the user.

Difference in functionality

Apps and websites are also very different in functionality. The app can only get information by taking actions such as clicking on it. Therefore, the feature of the app is that it is "dynamic functionality".

Websites, on the other hand, are more "static functionality" than apps. Websites also have some dynamic functions that work with SNS and programs, but they are not as good as apps.

In addition, the app can actively communicate with consumers from the provider side as well. For example, "push notification function" and "news distribution function". These features make it possible to encourage user behavior.

Is there a difference in appearance?

The contents of the app and the website are almost the same, except that the app saves the icon on the home screen of your smartphone or tablet during installation. This will bring a particular brand of icon into view each time you use your mobile device.

On the other hand, websites can only be viewed on the Internet, so once you close your browser, you will not be able to see them. It can be said that the appearance is different in terms of the presence or absence of "icons".

Advantages and disadvantages of "apps:

Merit:

Ø   Communicate with users

Ø   Excellent display speed and operability

Ø   Once installed, you can access it immediately from the home screen.

Ø   You can always recall the brand

Demerit

Must be installed to use

Ø  The amount of information is less than that of the website

Ø  Permanently chased by dealing with OS and defects

Ø  It takes time to reflect the latest information

Advantages and disadvantages of websites

Merit:

There is no limit to the amount of information

Ø  Because it is via a browser, the latest information can always be displayed.

Ø  If you search on the Internet and hit, you can get users automatically.

Ø  Easy to spread on SNS 

Demerit

Communication speed depends on the line and the user's terminal / environment

Ø  Because there is no notification function, active communication cannot be obtained from the company side.

Should I use the app or the website?

There is a difference in the target user

Whether you should use the app, or the website depends on your target audience. The app is for repeaters and the website is for new customers. Your app and website have different priorities, depending on whether you are targeting repeaters or new customers.

It is unlikely that a new customer will install the app without knowing the brand. Similarly, repeaters who are familiar with the brand do not always visit the website frequently. You need to understand your brand awareness and analyze whether your app or website can reach the users you want to win.

Identify user attributes for each content

To do this, let us start by identifying the "user attributes". User attributes refer to the ratio of new customers to repeaters, age group, and customer base.

For example, a shop in a tourist resort with a small population does not even confirm that it will come once a year even if it is called a repeater. In this case, the website is a good choice. Also, if your customers are older, a simple website-only style is a good choice.

On the other hand, there are many users for young people with a high smartphone ownership rate, a high repeat rate of existing customers, and a high brand name recognition. In these cases, the app is recommended. By actively delivering push notifications and coupons through the app, you can attract repeat customers and increase unit prices.

Combined use of apps and websites

It is also an effective means to use the app and the website together to improve the linkage and expect a synergistic effect. If you're a company that can invest your budget in promotions, it's best to use both tools.

Introducing both tools is costly, but it can attract new customers and achieve a high repeat rate at the same time. The app is for repeaters and the website is for new customers, so there are no duplicate targets.

By using both tools well, you can lead to high sales, customer attraction strategy, improvement of repeat rate, and increase of customer unit price.