You can read articles about mobile web vs. native app vs. hybrid app, but sometimes a visual, such as a decision tree, is the best resource for making a decision that's right for your business.
SapientNitro's Insights 2014: Connecting Technology and Story in an Always-On World is a diverse document spanning many topics related to digital retailing, including a section on choosing the right mobile approach. This week's Infographic Friday features a handy rule-of-thumb chart that can help you determine which may be the right option for you given your project's time and capital resources and expected outcomes.
Click to enlarge infographic
Company has more than 6 months to launch, requires a highly interactive customer experience, but a limited budget should go with an RESS mobile web or hybrid app.
A business with less than 6 months to launch, requiring a highly interactive experience and unlimited budget and need to support a diverse set of user devices should go for an RESS hybrid app.
Check out the entire 180 page report Insights 2014: Connecting Technology and Story in an Always-On World by Sapient (free download, which explores how consumers, marketers, retailers and brands are using digital technologies across channels and touchpoints for storytelling, smart data and customer experience.