The internet can now be accessed by various devices ranging from smart phones to tablets, and even some refrigerators. This creates new opportunities for companies to market themselves through their website or even a mobile app. So, what types of opportunities are created through responsive websites and mobile apps? More importantly, what's the difference?

Responsive websites were first created by companies to connect all devices together to enhance the user and customer experience. However, users have become more accustomed to the rapid evolution of technology, and now responsive websites may not be enough.

With the emergence of mobile apps companies are being forced to decide between responsive websites and creating a mobile app. While responsive websites and mobile apps are developed to enhance user experience, they both provide the user with different benefits and downfalls.

What is a Responsive Website?

A responsive website is simply a website that has been designed to specifically adapt to the user’s various devices. In other words, when you switch from your laptop to your tablet the website retracts and readjusts to a smaller screen, so resolution, texts, and images can be viewed accurately. This allows users to have worry-free transitions between laptop, tablet, and smart phone.

Benefits of a Responsive Website

The benefits of responsive websites really break down into two main categories, cost and time. Responsive website are much more affordable because they run on a single coded sequence, usually HTML5 or CSS3. This allows easy maintenance of the website, adding pages or fixing bugs won’t be a big deal and can be done on the fly. This saves money for the website designers because they do not have to redesign the entire website to convert it into an app, and they do not have to spend money upgrading it.

Responsive websites also save the user’s time as there are no guidelines in developing the website compared to developing mobile apps, which can cause developers to jump through guidelines of app stores (iOS App Store, Google Play). Also, responsive websites save users from the hassle of downloading the apps, which can take up valuable space on their smart devices. However, nothing is perfect, and even a responsive website can have flaws that clash with user experience.

What’s Wrong With Responsive Websites?

There are various problems with responsive websites that plague the user experience. For example, responsive websites are too heavily reliant on being connected to the internet. Slower internet connections can cause larger images and videos to load slowly--or not at all. Changing to a different website causes you to completely reload another web page. Nothing is worse than accidentalyl clicking on a link that forces you to load another website, then having to reload the previous website you were just on. All of these irritating occurrences can be avoided if companies developed an app.

Benefits of Mobile Apps

Mobile apps can cost more money and developing them may take more time, however, there are so many benefits users and companies can reap. Companies can personalize their apps specifically to perform specialized tasks. For example, if you wanted to find a new pair of shoes with a certain brand or design, according to your searches the app can use your search data to find similar styles and suggest them to you.

Also, mobile apps can incorporate your device's “smart” features such as pictures or GPS. Home Depot's Project Color app allows users to take a picture of a room and apply a color to a wall that they might like, or the Papa John’s app allows you to purchase a pizza to the closest store with tap by using the phone’s GPS.

Finally, mobile apps are easily accessible; phones can be stowed in pockets and held in your hand. This allows easy access and allows people to browse apps when waiting in line for food or riding the city bus. The easy accessibility causes apps to have high traffic since people are just browsing through them, which could possibly lead to a sale.

Cons of Mobile Apps

There are really only two big cons of app development: time and money. Redesigning the whole website to convert it into an app and having to keep up with app upgrades and maintenance can be costly and time consuming. Also, because there are multiple operating systems (iOS, Windows, and Android), app developers will have to develop the app to accommodate all of these platforms.

Which one is Better?

In summary, companies need to be evolving as technology advances, responsive websites and/or mobile apps are both an advantageous tool in advancing a company’s marketing strategy. Ideally, a company should have both a responsive website and a mobile app. However, sometimes having both tools just may not be feasible, so now companies must choose between a responsive website and a mobile app.

If you have a website with strong visitor numbers you would think it would be pointless to create a mobile app. Additionally, by making your website responsive you allow it to be used by all sorts of devices ranging from laptops to tablets. This allows the user or the customer to have a pleasant experience without the commitment of downloading the app to their device.

However, there is a limit to what your responsive website can do. Mobile apps take advantage of the smart features on your device and incorporate them within the app, this allows your company to present itself to the user/customer in a way a responsive website can’t. Also, as mobile apps are still relatively new and are still being developed for marketing, this offers your company a lot of potential business.

It is important to note that the choice between a responsive website and a mobile app is completely dependent on your company’s goals. Choosing one over the other is acceptable; there are many large companies who use a responsive website versus a mobile app.