Updated: Sep 5, 2020
The conventional wisdom since the Web was created in 1989 has been that every business irrespective of size, industry, type, etc. need their own unique website. It's part of the reason why there are nearly 2 billion websites worldwide today.
In 2007, Steve Jobs and Apple changed the game with their revolutionary smartphone – the iPhone. Shortly thereafter (approximately, a year later), many businesses followed the same path for mobile apps as they did with websites – many business that had the physical and financial resources began to build their own unique mobile apps.
However, unlike websites, mobile apps did not have the same exponential growth as websites. While we have nearly 2 billion websites worldwide today, Apple's App Store has only about 1.8M apps and Google's Play Store has only about 2.5M apps.
There are a number of reasons for this divergence but the primary one is that mobile apps, generally, require a user to download the app to their mobile device and when this happen the user runs up against the "toothbrush test." If the user is not likely to use the mobile app, 2 to 3 times a day, the majority of a brand's customers will not download the mobile app.
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