Responsive website design or app?

Since more than half of all online shopping and information searches in the U.S. are done through mobile devices, does it makes sense for companies to create an app if it’s not preceded by a mobile website? According to a recent white paper by, most customers will only download an app after they’ve already spent some time on a website, and would rather use the search function on their mobile devices than download apps.

So what’s the importance of having a responsive website first? A responsive, mobile friendly website is optimized so content is adapted and adjusted across varying screen sizes – smartphones, tablets, desktops and laptops, providing a more positive user viewing experience. A poll cited by IESE showed that 30 percent of people who attempt to use their cell phone to make a purchase gave up if their experience wasn’t optimized for their device.


How to optimize? Key features needed to optimize a user’s experience when navigating a company’s website on a mobile device include fast loading web pages, simple vertical only scrolling, easily visible search boxes, maps/geolocation and other tools and the ability to communicate easily via email or phone options. Also stressed is the importance of being able to connect to social media if customers want to share content on mobile applications.

Keeping your content and user experience consistent across all platforms could convert your company’s loyal customers into voluntary brand ambassadors.