As Android and Windows OS devices continue to grow their market share, many business owners are grappling with the decision to build an HTML 5 mobile site, a native app, or both. While there are pros and cons mobile sites and apps, the increasing number of devices makes HTML 5 favorable when it comes to providing a consistent user experience across any platform.Native apps – Pros and Cons
A big factor in app development is the cost. It can expensive for businesses to fund development across multiple devices, such as Android and iPhone. In addition, content in the app is just that – it lives in the app, so it’s less shareable/linkable than the web. On the other hand, apps can tie in to phone features like geolocation, which can help merchants target shoppers on the go, or your camera, to see how products would look in your home. According to Mobile Entertainment, most consumers still prefer shopping on a mobile site, as opposed to shopping through an app. The majority of time (almost 90% of usage) on apps is spent on gaming, social networking, entertainment and utilities. As of the end of 2012, e-commerce accounts for less than 5% of time that consumers spend on apps.
HTML 5 – The Now and the Future
As a more cost-effective and feature complete option (accordingly to the W3C), HTML 5 is gaining momentum with developers who realize that it’s a more feasible long-term solution than a native app, at least for e-commerce vendors at the moment. It’s becoming a must for businesses to have a mobile presence, and giving them an HTML 5 one is a user-friendly and responsive option. Of course, it will be interesting to see how the app / HTML 5 battle plays out in the future, especially as consumers increase their use of mobile devices for everything from browsing to buying.