In the UK, four out of five adults own a smartphone so it’s unsurprising that more and more companies are targeting the app market, rather than attempting to create websites that work just as well on mobile devices as they do on a PC. Of course, websites are a necessity that we are unlikely to ever lose but there are several reasons for the increased interest in applications, above websites.
Ease of Sending Notifications
Emails, once the premier form of online communication, has definitely lost its effectiveness in terms of personal messaging, with businesses using it almost extensively to connect with their colleagues. It has become something that many ‘turn off’ at the weekend in order to have positive social time, something that we associate with work rather than play. The ability of mobile devices and apps to receive notifications is an extremely attractive feature to both creators and users, thanks to its faster and less intrusive nature.
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Taking Advantage of Mobile Features
Smartphones have come a long way, and most now boast features that make browsing, gaming, and shopping an easier and more entertaining experience. With Touch ID for speedy and secure login, and local payment options, applications such as the Mr Green App take the components of mobile devices and make them work for their needs, creating intuitive navigation for their gaming. This makes the client’s experience much more interactive, which, in turn, makes it more entertaining and increases the chances of them coming back for more.
Personalisation
It is far easier to personalise an app than a website. Your users can set up their preferences at the beginning of their experience so that everything they do from then on is tailored to them. Apps can also track user engagement, which helps to customise recommendations and updates, rather than having vague, unrelated content pushed on them, which can be off-putting and decrease user enjoyment. Even icons or nametags create a sense of intimacy with the user that increases their connection to your business.
Ease of Access
Most people have their phones with them at all times so, if you choose to create an app for your business, there is a higher likelihood that users will not only download your content but use it multiple times a day. Also, the offline capabilities of apps increase the scenarios in which your business can receive attention, rather than websites, which require an internet connection in order to be accessed. Logging in with Facebook or Twitter is also a positive use of applications. It is available on many websites but the ease of one app opening another, without having to sign in with an email address and creating a complicated password is a benefit that that really enhances the experience of the user, even without thinking about it.
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Although websites are still extremely successful, and will always be excellent sources of information, it is clear that apps are becoming the main form of business use and marketing in the 21st century, and they are worth thinking about when building a business.
