Custom App or Mobile Website: What Works When?

A mobile website runs in the smartphone browser — it is responsively designed, accessible via a URL and usable without installation. A native app is downloaded from the App Store (iOS) or Google Play Store (Android), runs directly on the device and has access to system functions such as camera, push notifications, offline storage or GPS.

Both approaches serve different purposes. The right choice depends on how your users will use the product — and what is technically necessary.

• ✓Users should use the offering daily or multiple times per week
• ✓Push notifications are important for user engagement
• ✓Offline functionality is needed (e.g. with a poor internet connection)
• ✓Camera access, GPS or other device sensors are required
• ✓Having your own App Store presence strengthens the brand or is a requirement
• ✓Employee apps for internal processes with high usage frequency

• ✓Users come irregularly (e.g. once a month for a booking)
• ✓No offline operation required
• ✓No system-level features like push notifications or camera needed
• ✓Quick findability via search engines is important
• ✓Budget and timeline are limited

For business websites, information pages, portfolios, simple booking pages and online shops, a well-optimised mobile website is the better and cheaper choice in most cases.

A Progressive Web App is a website that behaves like an app: it can be saved to the home screen, work offline and even send push notifications on Android. It is installed via the browser and doesn't need an App Store.

PWAs make sense when app-like behaviour is desired but no native App Store presence or deep system features are needed. On iOS, PWAs are more functionally limited than on Android — this difference must be considered during planning.

These benchmarks are one-time project costs. Additionally: ongoing maintenance costs, App Store fees (Apple $99/year, Google $25 one-time) and updates for new operating system versions.