To understand the division, you need to first think back to the history of development in this area. Before non-native development the mobile market was split between responsive mobile websites and native applications. Responsive sites hit the broadest audience and have comparatively easy deployment; just update in one location and all users immediately have the latest version. This can have varying levels of success but despite that, has been the go-to option for most small or medium enterprises. Native applications have to be downloaded and, although promoted through the various review platforms and the stores they rest in, not every customer is able to find or use your app - so there’s an immediate loss to your market. Despite this, those who do find the app will have a much better user experience with the additional features and tailored approach, which is a primary driver to greater success and retention of customers. All of this comes with a time commitment as every update on the web UI will have to be coded separately into the mobile solution and deployed. So, back then, most companies built increasingly responsive websites to provide universal access whilst some went to the next level: responsive applications and building a native application to provide a better user experience and gain exposure through the app stores. They could then use their website to assist customers in finding the application (through links to the app store, or even a hyperlink to the mobile version) and create a greater, overall experience and customer journey - something you’ll no doubt have seen at some point.

1. NATIVE
NON-NATIVE
THERE’S AN APP FOR ALMOST EVERYTHING,
IF YOU CAN IMAGINE IT YOU CAN
DOWNLOAD IT...
DATING FINANCE GAMING EMAIL MUSIC
BUT WHICH APPROACH DO YOU TAKE WHEN
CHOOSING TO DESIGN AN APP?
NON-NATIVE
Native Apps are easier to discover in
app stores (Apple, Play Store etc)
NEXT
Native Apps
often
provide an
easier, more
intuitive user
experience
Native
apps are
able to
operate
offline, in
areas of poor
or no
reception
Native apps use native
security features directly,
making for a more
secure app
Non-native
apps
are
cross-
platform...
great for
app and
device
compatibility
Non-native apps have access to
hardware/software capabilities
through plugins
Non-native apps are usually faster to
bring to market across devices
Due to identical code
being applied on
multiple OS these can
also be cheaper to
produce
NATIVE
Non-native development allows
seamless content updates directly
from the web