Many dealers struggle with “should we get a responsive website or an app?”  Or “If I have a responsive website do I really need an app?” Some website companies will say all that is needed is a responsive website.  Dealers, the short answer is you should have both.  However, given the choice native apps is what your customers really want. 

Here is some proof:

• 89% of mobile usage is done through apps 
• People download 100 Million apps per day
• Facebook, LinkedIn and countless other popular services moved to native apps after trying HTML5, the basis of mobile friendly websites and saw 4 X more engagement!!!
• “App only” services are growing fast (Instagram, Vine, SnapChat, WhatsApp, games, sports tools ….)
• There are over 1 billion apps available in the App Stores
• Most businesses that have a responsive website also has have an app (BestBuy, Walmart, Geico, Manufacturers, etc…)
• Push Notifications acceptance is high (as long as the content is relevant)

People LOVE apps. It is undeniable. Why do they love apps so much? 

Let’s first define what a “responsive website” actually is and do the same for “native app”. The answer will become clear. 

Responsive Website

The term “responsive” means that your website responds to the screen type and most typically the size of the screen or browser. If you’re on a computer, shrink the width of your browser gradually and you’ll see the effect. Generally, images will shrink, the pages will re-arrange itself somewhat and the menu items will collapse into one drop down.

A responsive website is still just a website. It is viewed with a browser. When you click on a page or link, it needs to download everything to your phone at that moment which can take time depending on the speed of your wireless connection. And if you don’t have internet access or the connection is spotty, your users won’t be able to get at the info they are seeking and will become frustrated. 

Responsive websites are good idea because they certainly make the mobile experience better. It avoids constant zooming in and out and scrolling to see content and sometimes loads faster than a standard website.

What is a Native App?

A “native app” or simply “app” is a program you download to your phone, typically from an app store like iTunes, Google Play or Windows Store. They are called “native” because they are developed specifically for the type of smartphone you have (iOS, Android, Windows …). Some people call mobile websites “web apps” or “apps”: don’t be fooled … these are not true apps.

A native app comes pre-loaded with graphics and initial content and runs directly on your smartphone or tablet, not through a browser. Think Microsoft Word or Power Point … a program you run on your computer. This makes ALL the difference. Apps come with an easy to find icon on the smartphone home page, launch and run immediately, are fast and generally don’t need constant internet access. You can click on items and they appear instantly … no waiting to download.

Because they actually run on your phone, with your permission, they can interact with your phone hardware and software to perform functions that responsive websites can’t. For example,

• Use Push Notifications to send coupons, specials, alerts and to communicate
• Targeted Marketing using Location Targeting (Geo Fencing)
• Maps use GPS to give you directions
• Schedule service tool with the ability to add events to your phone calendar so you get reminders
• Ability to take pictures and video for Accident reporting feature or Vehicle Trade-in you
• Take advantage of Rewards or VIP programs
• Forms – Credit apps, Parts request, Referral, Accident Report  
• Rewards/VIP programs
• Integrations with other programs: this is HUGE! Payment programs, soft credit pulls, Equity programs, recalls, etc.
• View live videos

Don’t focus on what’s easier for you.  The focus should be, what is easier for my customer to do business with me.  For some, just going to your website is enough.  For many others, the app experience is far better.  You want proof, take a look at your smartphone and pay close attention to how many apps you have, how many you use and why you use them.  On average a person will have 70 apps on their smartphone.  Your customers will appreciate a well-designed, easy to use, all inclusive dealerapp.  So if you want to dominate the mobile space incorporate a complete mobile strategy.  Use your responsive site and promote your dealerapp to attract all types of buyers and retain your customers.