1. They load lightning fast – Websites are hosted on a server. Apps are downloaded and installed directly on the user’s smartphone. Website load times are dependent on things like your internet connection and the state of the server. Apps load instantly.

2. They’re customisable –Unlike websites that are what they are, most mobile apps offer a high degree of personalisation. This ability to customise the app space greatly enhances the user experience, which keeps those users coming back.

3. They’re perfect for building brand communities – An app provides the means to create a community of loyalists who appreciate your product or service. As this community grows it can become the nexus of your marketing strategy, and can also be monetised to provide new sources of revenue.

4. Websites are losing their cache – There’s a new generation of people whose entire internet history revolves around apps, not websites. These people are now coming into their own as an economic force and they don’t really care how much you paid for your website. They want apps.