Yes, smartphone apps are still in vogue, and most mobile app stores continue to grow by leaps and bounds. Yet consumers spend more time engaging with the mobile Web on their smartphones than through ad-supported apps, according to STAT (Simple Targeting & Audience Trends) report. It claims more than 58 percent of mobile internet users in the U.S. are getting content through their browser(s), compared to 42 percent via mobile apps.
An explanation for the discrepancy was not given, but I suspect this has something to do with the existence of more websites than there are apps, and that jumping from one app to the next to consume content isn’t as good a user experience as simply opening a new page or tab within your mobile browser of choice.
Additionally, a lot of major Internet services (Gmail, Bing, Google search etc.) tend to function as good or even better through the mobile browser than via native apps.
As for the favored mobile platform, SMS remains the most ubiquitous and effective one that works seamlessly with a mobile browser. Using SMS to bridge the gap between the end user and a mobile Web site should yield the best results.
Partially from Tech Crunch article by Robin Wauters
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