Mobile website or mobile app? It's not only a common question from marketers -- it’s also the wrong question to ask. So let’s get this out of the way first, interactive marketers: You need a mobile-optimized or mobile-specific website. If you don’t want to take my word for it, check your organic web traffic. Odds are, you’ll see anywhere from 10%-25% of your web traffic coming from mobile devices, whether you’re intending to capture that mobile traffic or not. That percentage has been growing steadily and will continue to, so yes, you need to have a mobile web home. I’m glad that’s settled.
Whether or not you need a mobile app for marketing is a little less clear-cut. To decide, once and for all, if you should really build that mobile app, ask yourself these three most important questions:
1. Is my audience using apps?
Yes, about half of US adults have a smartphone, but that doesn’t automatically mean they’re using it in sophisticated ways. You can likely find users of all ages among those who have apps, but demographics affect the size of your app audience. For example, about one-third of smartphone app users are Gen Y (ages 23-31), and another third are Gen X (ages 32-45). Make sure you understand the app habits of your own audience before you decide what to build.