Definition: Content is accessed via a web browser on a smartphone or tablet.

Should be considered by: Businesses looking to bridge multiple platforms.


• Associated development and on-going support costs are traditionally lower.
• Developing a single multi-platform website will be quicker – and much cheaper.
• Mobile websites can target a much wider audience.
• New features can be added and rolled out more quickly.
• With HTML5-developed mobile web apps, you still have the option of utilising a native wrapper application or native hybrid application at a later stage. This approach will greatly reduce development costs at this stage (compared to developing fully native apps for different platforms).
• A mobile web app can be used as a starting point – prior to native wrapper or native hybrid enhancements.


• Users have to be directed to a mobile.
• User experience can be limited – mobile games apps, for example, may work better with a native approach.
•  There is no apps store presence available. Awareness must be driven via traditional web channels.
• HTML5 is still a work in progress, meaning that not all features are supported across all platforms – user experience will differ.

Mike Crook Digital Director

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