Are mobile applications set up to replace websites as household names?

All signs point to yes.

More and more people are using mobile applications over mobile websites or desktops. Chances are high that not only are you one of them, but that you’re reading this on your phone or tablet right now.

Think about the apps that you use on a regular basis – Facebook, LinkedIn, and countless others. When was the last time that you actually sat in front of your computer and pulled up the home page for those apps? When was the last time that using the website was the easier option?

Right now, mobile users outnumber desktop users by about 200 million worldwide. That’s 200 million people and counting because more and more people every day are moving away from traditional desktop computer usage in order to use the technology that they have on them all the time.

Almost every website accessible on desktops can be found in mobile app form. That’s a good thing, because websites – even mobile websites – often aren’t optimized for smartphones, iPhones, and tablets. (This epidemic of poorly designed websites is so bad that even Google has seemingly gotten in on the action, sparking cries and fears of a ‘Mobilegeddon’ where non-optimized websites would be pushed down in the search results.) These non-optimized websites are clunky and poorly designed, with strangely sized text and weird fonts. They don’t fit screens, they overwhelm them.

So it makes sense for mobile users to turn to apps over everything else.

Smartphone, iPhone, and tablet apps have the advantage. They put power directly at the users’ fingertips and are right there when users need them. Apps allow consumers to shop, spend, and share without the hassle of booting up a computer or dealing with a webpage that doesn’t want to work on their phone. Apps provide consumers with things like online loyalty punch codes and coupons that they don’t need to clip and carry around. With the use of push notifications and in-app messaging, users can get accurate information about company products or events as they’re put out.

So what does this mean for companies?

Here’s the short version: It means that companies should look towards marketing via apps.

Want the long version?

In order to be effective at reaching all users with marketing across the board, companies absolutely need to put more stock in using mobile applications accessible to tablet, iPhone, and smartphone users across varied operating systems. Right now, our main mobile operating systems are Android and Apple’s iOS. These are the biggest chunks of the mobile market and companies would be remiss to ignore the fact that they can get their businesses directly into the hands of users.

Apps just make life easier for users. No wonder they’re shaping up to be part of the future for mobile marketing.