Why Responsive Design Won’t Kill Native Apps
“Web apps crushing native apps,” “responsive design to take over,” “native apps to die off”—this is the kind of hype heard in the media regarding the mobile development industry. But industry experts say they don’t foresee native apps going anywhere.
The hype around responsive design has echoed throughout the tech world, and for many companies, a responsive website works great. Yet if most large enterprises dropped their native app for only a responsive website, they would be at a massive loss.
As David Taintor explains in AdWeek:
Despite the recent flood of attention to responsive Web design, with its promise to provide users a consistent experience across devices, publishers—even the most progressive—remain committed to stand-alone mobile apps. …
'Responsive design has a lot of buzz right now, but it’s not a blanket solution that can be applied everywhere,' emailed Chris Johanesen, BuzzFeed’s VP of product. 'While it would be nice, in theory, to have one solution that worked everywhere, if you want to ensure everyone has the best experience possible, you need to optimize for many devices and use cases.'
BuzzFeed isn’t alone. A myriad number of major brands have driven bottom-line growth and high engagement from native apps. Taintor also points to Time, Inc. and The New York Times:
Publishers whose business model relies heavily on ink-on-paper subscriptions won’t be giving up on apps, though, since digital editions can be counted as paid circulation, on which ad sales are based. Apps are key to Time Inc.’s strategy, said Perry Solomon, VP, digital business development, adding that the ‘consumer response to our digital magazines on tablets and phones has been incredibly strong.’
The New York Times echoed that point. The Times’ iOS and Android apps have been 'very sound investments,' with 'incredible audiences' and 'great subscriber bases,' said Alexandra Hardiman, executive director of mobile products. In fact, the Times doesn’t view mobile Web and apps as an either-or, Hardiman added. 'We have a very robust mobile Web strategy and a very robust app strategy,' she said.
The key point is that optimizing for many devices and use cases is essential to ensuring all users have the best experience possible. There is no "either-or"—the responsive design and native routes can go hand in hand. However, because of timing and budget issues, managers often make it seem like a single choice. For small businesses this is a valid struggle, but for big businesses that have the resources to develop these public-facing apps, it’s a no-brainer.
The real challenge is mastering quality. Whether it’s a responsive web design, a native app, or an all-encompassing web presence, ensuring apps work well in the hands of users is a must in every type of mobile presence.
