Designing Your Mobile Website to Draw Visitors
You can reach your mobile audience with three different approaches. The best option for your business will depend on your primary web interactions, your users' habits and your budget.
Responsive or adaptive design: This involves having one URL to serve the same HTML to both mobile and desktop devices but using CSS to alter the page rendering according to the device. A responsive design will show more stuff or less, optimized for a mobile layout. For example, if you rotate the phone between landscape and portrait, it will change the spacing, but not the content but is likely to still provide access to the full desktop-view's content. An adaptive design, by contrast, might show very different content and also present a different user interface, reflecting the tap/swipe/scroll of touchscreens versus desktops keyboard/mouse interactions.
Separate mobile URLs: Every desktop URL would have an equivalent mobile-optimized URL. Separate mobile URLs, also known as mobilized websites, may share some content with the desktop-oriented websites, but will have a lot of their own code with slightly different URLs, like "m.affinityexpress.com" or "mobi.affinityexpress.com". For companies with both desktop and mobilized websites, the code may detect the users' devices and either automatically switch to the appropriate sites or offer choices.
Mobile apps: A mobile app is downloaded on the mobile device and doesn't require Internet access to run (although it may require Internet access to perform most tasks).