Mobile website or mobile app: what to choose for your car dealership?

According to NASDAQ:SCOR, the number of people using smartphones in the United States has grown to 58% of total mobile phone users during the first quarter of 2013, a growth of nine percent compared to the previous quarter. Additionally, around 29% of smartphone users shop online, a number that is likely to grow. (Source: Forbes, April 8, 2013).

This trend underscores the importance of compatible mobile apps for businesses. But what should you choose: a mobile app or a mobile website? This article looks at the problem with a focus on car dealership businesses.

Before we discuss which is better, let’s look at the key differences between a mobile website and an app.

Mobile Website – It is very similar to a normal website, except that the site is optimized for smartphones and other portable devices. Just like regular websites, these websites will have text, images, videos, etc.

Mobile App: It is just a mobile-friendly app that needs to be downloaded and installed on mobile devices to work. Some of them are web-enabled, the others are not. Some will have content that can be accessed without an internet connection. For example, an app designed for your car dealership includes appointment scheduling, product searches, special offers, and so on.

Feature Comparison

• Availability and accessibility: Compared to a mobile application, a website can be easily accessed through a browser. On the other hand, you need to download and install an app on your device. Also, a website is easy to access across multiple platforms, while an app is not.

• Compatibility: The same mobile website can be used by all mobile users, since it is compatible with any device. Rather, an app can only work on specific devices.

• Reach – Compared to a mobile app, mobile websites have a broader reach because they are easily accessible across all platforms through a browser. Mobile websites are available to all users looking for businesses like yours.

• Ease of sharing: Multiple groups, such as users and publishers, can share a mobile website. By having a URL, publishers can give access to their mobile websites from their website, blog, article, or press release. Unlike this, a mobile application cannot be shared.

• Personalization: A mobile application helps your business if you plan to offer your customers a personalized application. Once downloaded, an app can be customized based on customer preferences.

• Cost – Mobile websites are cost effective compared to building a mobile app for different mobile platforms. Furthermore, websites are also time effective. It takes less time to develop and market them compared to apps.

What would be suitable for your car dealer?

Mobile websites and mobile apps have their own advantages and disadvantages. This can make it difficult to decide which one to choose for your car dealership business. It is entirely up to you and the type of mobile presence you are seeking for your dealership.

If your goal is to boost marketing and if you want to establish a broader mobile presence with a focus on search engines, then you should go for a mobile website. If you want interactive engagement with users and want to provide them with an app that helps them stay in touch with your dealer, then an app would be the sensible choice.

However, if you really want to establish a strong mobile presence, both will help you in their own ways. Opting for a mobile app without a mobile website is pointless. But after you have a website, you can extend your services with a functional mobile app.

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