In my experience (as an iOS app developer) people overestimate the returns they'll get from being listed in the app store. It might make sense for big brands because people might search for them, but smaller brands will not be more visible than when having a mobile site. In fact, when it is necessary to search, getting an app from the store and then using it takes a lot more steps then searching in the browser and going to the website.<p>My standard response when people ask me about building an app is if they've considered creating a mobile site. Unless they have something platform/device specific in mind, like in app purchases, push notifications, using the camera or compass or if the UI is important, it often does not make sense to create an app.<p>Most important, however, is the user (surprise, surprise). What is the task the user will perform at your site/with your app? If it's something they'll only do a couple of times (or even once) it's not worth an app (unless, maybe, you want them to pay for it). Installing an app is a much bigger upfront commitment (even if it's free) than visiting a website.