Mobile app, web app or responsive website? How to decide

“We need an app” is a common starting point, and sometimes it’s right. But an app-store app is the most expensive way to reach people on their phones, so it’s worth being sure it’s the right one.

Responsive website

A website that adapts to any screen. Every business site should be one.

• Choose it when people visit occasionally: to learn about you, compare options or get in touch.
• Strengths: nothing to download, found through search, one codebase, lowest cost.

Progressive web app

A website that behaves more like an app. It can be installed on the home screen, work offline for some tasks and send notifications, including on iPhones once it’s added to the home screen.

• Choose it when people return often to do a task, such as checking orders, booking or logging work, but you don’t need deep device features.
• Strengths: one codebase, no app-store review, instant updates.

Native or cross-platform app

An app installed from the App Store or Google Play. Native apps are built separately for each platform; cross-platform apps share most of their code.

• Choose it when you need deep device features such as background location, Bluetooth hardware or advanced camera use, heavy offline use, or the visibility of an app-store listing.
• Costs to plan for: developer accounts, app-store review, separate releases for each platform, and ongoing updates as operating systems change.

Four questions to decide

1. How often will people use it? Weekly or more favours an app or a PWA.
2. What device features does it need? List them; most business apps need fewer than expected.
3. How will people find it? Search favours the web; app stores favour apps people already know about.
4. Who will maintain it? Two app-store apps mean two release processes, for years.

Often the best path is a responsive website now, and a PWA or app later, once you know how people actually use your service.