Stop asking "web or mobile?" Start asking "how do people use this?"
The web-vs-mobile debate has been going on for 15 years and most of the advice you'll find online is outdated or motivated by whoever is selling you a solution. The answer depends entirely on how your users interact with your product. Everything else is secondary.
Here's a framework for making the decision based on user behavior, not technology preferences.
Choose a web app when...
Users sit at desks. B2B SaaS tools, admin dashboards, project management, content creation. If your user has a keyboard and a large screen available during their core workflow, a web app gives you more screen real estate, easier data input, and no app store gatekeeping.
Discoverability matters. Web apps are indexed by search engines. If new users find you through search, a web app eliminates the friction of downloading something before trying it. Every click between "I found this" and "I'm using this" costs you 20-30% of potential users.
Update speed is critical. Web apps deploy instantly. No app store review. No waiting for users to update. If you're iterating fast (and you should be), web deploys let you ship fixes in minutes instead of days.
Content is the product. News sites, documentation platforms, e-commerce catalogs. Content-heavy products work best on the web because of SEO, link sharing, and flexible layouts.
Choose a mobile app when...
Users are on the move. If your product is used while walking, commuting, or in the field, a mobile app provides the offline capability, camera access, GPS, and push notifications that make mobile workflows possible.
Engagement frequency is high. Users who open your product 5+ times per day benefit from a home screen icon, instant launch, and push notifications. Web bookmarks don't compete with native app engagement.
Device capabilities are core. Camera, GPS, accelerometer, Bluetooth, NFC, biometric authentication. If these hardware features are central to the experience, go native. Web APIs for these exist but are inconsistent and limited.
Payment monetization is primary. In-app purchases and subscriptions through app stores have higher conversion rates than web payment flows for consumer products. Apple and Google handle payment trust and compliance.
The "both" answer (and when it's wrong)
Many companies default to "let's build both." This doubles your cost and splits your engineering focus. Build both only when:
- You have distinct use cases for each (e.g., mobile for field workers, web for back-office management)
- Your budget supports two dedicated teams or a strong shared codebase
- Your user research confirms both platforms are equally important
If you're unsure, start with one. Build the other when user demand justifies it, not when a stakeholder assumes it's needed.
The hybrid option: Progressive Web Apps
PWAs are web apps that behave like mobile apps. Home screen install, offline mode, push notifications (on Android). They're a reasonable middle ground when you want mobile-like behavior without app store overhead.
Where we see PWAs work: internal enterprise tools, content apps, and light-utility tools. Where they struggle: anything needing deep device integration, high-performance graphics, or iOS push notifications.
A decision matrix
Ask these five questions:
- Where are users physically when using this? (desk = web, moving = mobile)
- How often do they use it? (daily = mobile, weekly = web)
- Do they need device hardware? (yes = mobile, no = web)
- How do they discover you? (search = web, referral/marketing = either)
- How fast do you need to iterate? (very fast = web, stable product = either)
If the answers are mixed, lean toward web first. It's faster to build, easier to iterate, and you can always add mobile later.
Frequently asked questions
Is React Native a good way to build both? For many products, yes. It shares 70-80% of code between iOS and Android while providing near-native performance. We've used it for Moovit-class apps that handle millions of users.
What about Flutter? Flutter is excellent for apps where you control every pixel of the UI. It's less ideal when you need to integrate deeply with native platform patterns that iOS and Android users expect.
How much does each option cost? Web app: $80K-200K. Native mobile app (one platform): $100K-250K. React Native (both platforms): $120K-300K. PWA: $70K-150K.
Need help deciding? We build both web and mobile apps and can advise on the right approach.