The question considered by publishers when undergoing a digital transformation is whether to invest in app or mobile web as their digital platform. Both platforms have differing advantages and features. Today, the number of mobile users is greater than the number of desktop users. Consequently, publishers should realize the need to effectively use mobile channels for attracting readers. Large publishing houses may be able to afford to employ both mobile websites and apps; other publishers with limited budgets might have to choose one of them. The choice between mobile apps and websites depends on their cost, usability, required features and the audience they serve. Research shows 85% of users prefer mobile apps over mobile websites. This highlights a key reason to have mobile apps for reaching out to potential (and existing) customers. The above table summarises the key features of apps & mobile web.
|Interactive user interface||+||–|
|Upload photos/files from a device||+||+|
|Scan bar codes with device reader||+||+|
|Social media integration||+||+|
|Leverage phone capabilities||+||–|