Which one does your business need?

This is when mobile users currently account for over 58% of total website traffic globally.

These statistics demonstrate the incredible potential of mobile devices to engage digital audiences and unlock powerful business growth.

In this context, mobile applications in particular give companies a significant competitive advantage by improving their communication and engagement with customers and by creating direct marketing channels with useful features and services.

But to optimize your online business presence, it is important to understand the differences between a native app and one progressive web app and choose the best option for your specific business needs.

Native apps

Instagram, Facebook, and Twitter are all well-known examples of native apps, which are apps that have been developed for a specific operating system and use the native language of the devices, like Android or iOS.

As a result, native apps are generally able to offer faster speeds and a wider variety of advanced features than their Progressive Web App (PWA) counterparts. Additionally, native apps can run efficiently even when users are offline using local storage, cached data, and seamless synchronization with the cloud.

Additionally, by combining the best of the hardware and software capabilities of individual operating systems, these applications typically deliver superior performance and seamless customer experiences. For example, native apps will have full access to features of a mobile device such as:

  • GPS
  • camera
  • microphone, and
  • contact list.

Having seamless access to a mobile device’s hardware also means that native apps are usually able to provide enhanced security and data protection, such as two-factor authentication.

However, native apps can be expensive, requiring two separate development teams for Android and iOS devices. Studies further reveal that the installation process can also be a downside, losing up to 20% users per step since the user’s first contact with the app:

  • find it in the app store
  • download it
  • register, and
  • finally using the app.

Finally, native apps are unable to boost or benefit a brand’s search engine optimization (SEO) efforts and typically consume larger amounts of memory.

Progressive Web Apps

A PWA is a combination of a website and a mobile app. Simply put, they are accelerated websites that use web browser software, but look and behave like apps.

By connecting to existing web ecosystems, these are much simpler and more cost effective to develop and offer wider compatibility between devices than native applications.

Like native apps, mobile users can also download these web apps to their home screens, making them easily accessible to the public. Additionally, PWAs offer businesses the ability to engage the public via push notifications, and although new content only becomes available on the app when mobile devices are connected to the internet, users can still use PWAs. when offline.

Their web-based foundation means businesses with PWAs can benefit from SEO and apps generally require smaller amounts of memory on mobile devices. And finally, applications are becoming more secure with the introduction of new security features, as well as hosting over HTTPS to prevent attacks.

PWAs do have drawbacks though, as they require internet access to function optimally, which means they can drain batteries faster. Mobile devices also have to work harder to interpret the code used by the app, which puts additional strain on the battery. Finally, these applications offer more limited functionality and hardware access than native applications.

Your company’s business goals and digital marketing needs will dictate which app is the best. more appropriate for you.

If your goal is to build brand awareness and SEO while reaching a large audience, but you have time and budget constraints, a PWA might be right for your business.

On the other hand, if you are looking to complement your value proposition or customer experience with more advanced features, such as geofencing to boost your brand credibility, a native app might be more suitable.

If you are unsure or need expert advice on your digital marketing strategy, it is best to consult a dedicated agency such as Nerdware who can advise you on the best use of mobile apps and technology to your business.

For more information, visit www.nerdw.com. You can also follow Nerdware on Facebook or on Twitter.

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