The Facebook app went native. The LinkedIn app went native. Should your app go 100% native also? Yes. We know developing a native app can seem like a daunting task. Many teams ask themselves, wouldn’t an HTML5 hybrid app do just as well? A hybrid app is certainly better than no app at all. But when the comparison is made, the perceived benefits of developing an HTML5 hybrid app are vastly outweighed by the real benefits of the native app experience. The most important factors, monetization, performance, user experience, security, are all skewed heavily in favor of native apps, and the result has been an industry-wide de-emphasis of web apps and an overwhelming surge in native app development.

This shift toward native apps is not a trend that one can afford to ignore. In the first quarter of 2013, app downloads were up by 11 percent, a significant increase from the fourth quarter of 2012. Smartphone usage has eclipsed desktop usage, and tablets are en route to do the same. Part of what fuels this rise is what makes mobile computing a unique experience: native apps, and the rich user experience associated with them.

The native app edge

No one disputes the superior user experience advantage of native apps. The features available to a native app greatly outnumber those available to a hybrid app, and because of this, developers are able to craft a user experience that is more engaging, responsive, and intuitive. A highly polished user experience has noticeable benefits; engaged users will interact with an app for longer and more often, which can translate into more dollars and generate a higher lifetime value. For any business operating at scale, this seemingly minor consideration can have an enormous impact. And while a hybrid app might work with your existing web infrastructure, there really is no competition when one considers the arsenal of features available and the highly responsive UX that only a native app can deliver.

Hybrid apps were supposed to reduce the costs associated with cross platform development. But the need to maintain a mobile experience across multiple platforms, while significant three years ago, has now decreased significantly. The latest data from IDC shows that Blackberry, Microsoft and Other operating systems combined represent only 7.8 percent of the market, leaving Android and iOS the other 91.2 percent. Also, iOS continues to be the platform of choice for affluent consumers, with over 41 percent of iOS users earning over $100K annually. This makes the platform decision easy for most, as iOS is now the only app platform they support.

With the astonishing amount of money at stake in their respective app stores, both Apple and Google are no slouches in ensuring that their mobile operating systems are updated to be compatible with the latest and greatest features on the market. Here again native apps win out: they will be able to take advantage of OS updates and innovations quickly, and in ways that are simply impossible for web apps.

Developing a native app also offers additional security to users, which is a prevailing concern among consumers. Native apps have more at their disposal, more means of encryption, than do web apps, which may rely on potentially unsecure caches in web browsers, or be subject to exploits based on open code. As mobile technology becomes more integrated with day-to-day life, and as even face-to-face retail transactions can be completed with a smartphone, security factors are going to be an ever-present concern for app developers, and native apps are widely regarded as being the more secure solution.

Yes, going native does mean more upfront investment in technology, team members and infrastructure, but the benefits of developing a native app are significant and do outweigh the added cost associated with it. But the best reason to develop a native app is to give  users something that they will truly love.

About The Author

Gregory Kennedy is Vice President, Marketing at TapSense. He has over a decade of experience in digital media. A former UI designer and creative director, Gregory is a sought after speaker at mobile events including Business Insider’s Social Commerce Summit, Mobile Monday Silicon Valley, iOS Dev Camp, and Vodafone Developer Day London. Prior to TapSense, Gregory was the Director of Global Marketing for InMobi, the largest independent mobile ad network. Born in New York City, Gregory started his career with bleeding edge Silicon Alley firm Oven Digital, where he pioneered the use of Flash rich media and was the recipient of two Gold Pencils.

For more on mobile marketing trends, best practices for smartphone app marketing and more, download the TapSense eBook, A Complete Guide to Mobile Marketing for 2014.