Mobile app usage has exploded. In 2015, consumers spend more time in apps than on the mobile web, and businesses across every sector are racing to meet them there. But choosing the right approach to mobile development is far from straightforward. The decisions you make now about platform, technology, and design will shape your mobile presence for years to come.
Understanding the Mobile Landscape in 2015
The mobile market is dominated by two platforms: Apple's iOS and Google's Android. Together, they account for the overwhelming majority of smartphones and tablets in use globally. For most businesses, reaching both platforms is essential — but the question of how to do so efficiently is where the real deliberation begins.
User Behaviour Patterns
Understanding how your target audience uses mobile devices should inform every decision:
- Session length — Mobile sessions tend to be shorter but more frequent than desktop sessions
- Context of use — Mobile users are often multitasking, commuting, or in environments with intermittent connectivity
- Expectations — Users expect mobile experiences that are fast, intuitive, and purpose-built for touch interaction
- Discovery — App store search and social recommendations are the primary discovery channels for consumer apps
Native vs Hybrid vs Mobile Web
Native Development
Building separate apps for iOS (using Objective-C or the newly released Swift) and Android (using Java) delivers the best performance, the most polished user experience, and full access to platform-specific features like the camera, GPS, push notifications, and biometric sensors.
**Advantages:** - Optimal performance and smooth animations - Complete access to device hardware and platform APIs - Best user experience, following each platform's design conventions - App store visibility and distribution
**Considerations:** - Requires maintaining two separate codebases - Typically costs roughly double that of a cross-platform approach - Longer development timescales - Requires developers skilled in each platform's native language
Hybrid Development
Frameworks like Cordova (formerly PhoneGap) and the emerging Ionic framework allow developers to build apps using web technologies — HTML, CSS, and JavaScript — and package them as native applications. The app runs inside a web view but has access to native device features through plugins.
**Advantages:** - Single codebase for both platforms - Web developers can contribute without learning native languages - Faster initial development compared to native - Access to core device features through plugin ecosystem
**Considerations:** - Performance can feel sluggish compared to native apps, particularly for complex interactions and animations - The web view adds a layer between the app and the operating system - Plugin quality and maintenance varies significantly - Users may notice the app does not feel quite "native"
Mobile Web Applications
Progressive enhancement of responsive websites can provide app-like experiences without the overhead of app store distribution. For content-driven businesses, this is often the most cost-effective path and has the advantage of being accessible to anyone with a web browser.
**Advantages:** - No app store submission or approval process - Instantly accessible via URL - Single codebase serves all platforms - Updates are deployed immediately without requiring user action
**Considerations:** - Limited access to device hardware features - No presence in app stores - Cannot send push notifications (though this is changing with emerging web APIs) - Performance depends on browser capabilities
Making the Right Choice for Your Business
The right approach depends on several factors that are specific to your situation:
Budget and Resources If budget is constrained, a hybrid or mobile web approach allows you to reach both platforms without doubling your investment. If you have the resources for native development and performance is paramount, native delivers the best results.
Target Audience Consider which platforms your users prefer. In the UK market, iOS and Android have roughly comparable market share, so supporting both is typically necessary. If your audience skews towards a specific platform, that may simplify the decision.
Feature Requirements Make an honest assessment of which device features you genuinely need. If your app requires the camera, GPS, and push notifications, you will need native or hybrid. If you primarily deliver content with basic interactivity, a well-crafted mobile web experience may suffice.
Time to Market Hybrid and web approaches are typically faster to launch. If speed to market is critical — perhaps you are entering a competitive market or need to validate an idea quickly — the single-codebase approach has a clear advantage.
Long-Term Vision Consider where your app will be in two to three years. Will you need to add complex features? Will performance demands increase? Starting with a hybrid approach and later migrating to native is possible but involves significant rework.
The Importance of User Experience
Regardless of the technical approach, user experience must be paramount. Mobile users have little patience for slow, confusing, or poorly designed apps. Research consistently shows that users form opinions about an app within seconds, and a poor first impression rarely gets a second chance.
UX Principles for Mobile Apps
- Simplicity — Focus each screen on a single primary task
- Speed — Optimise every interaction to feel immediate
- Thumb-friendly design — Place primary actions within comfortable reach
- Consistent patterns — Follow platform conventions so users feel at home
- Helpful feedback — Every user action should produce a clear, immediate response
Testing on Real Devices
Emulators and simulators are useful during development, but there is no substitute for testing on actual hardware. Different devices have different screen sizes, processing power, memory, and software versions. A thorough testing strategy includes testing on a representative sample of devices that your target audience actually uses.
At GRDJ Technology, we work with clients to determine the right mobile strategy based on their specific needs, audience, and budget. Whether it is a native iOS app, a hybrid solution, or a responsive mobile web experience, we deliver quality results that engage users and drive measurable business outcomes.