onlinemediadaily reporting:
Where does HTML5 fit in an app world? That’s the question raised in a
new NPD Group report examining the role of the mobile Web, specifically
HTML5 technology, in a mobile ecosystem dominated
by applications.
The study suggests that mobile Web proponents
should focus on showcasing compelling use cases for HTML5 and building
“hybrid apps,” to move the ball
forward.
Linda Barrabee, research director of NPD’s Connected
Intelligence service and author of “This is an App’s World: Can HTML5
Rejuvenate the Mobile Web?” points
out the Web programming language has long been heralded as a way to
overcome the fragmentation inherent in mobile technology. But “the
technology is not quite ready for prime time and mainstream
adoption,” she stated in a blog post.
This
is underscored by companies like Facebook
and LinkedIn that are ditching HTML5 in favor of native code for their
mobile apps to improve performance and offer a better user experience.
That’s why apps have typically been the default
option for media companies, retailers and brands to extend their content
and drive commerce on mobile devices.
Mobile users still spend the vast majority of their time with apps. Data from
Nielsen’s latest cross-platform report showed
that smartphone
owners devoted 87% of their time to apps versus 13% on the mobile Web,
while iPad users spent 76% of their time with apps, compared to 24%
surfing online.
Still, the NPD report indicates there
are areas where people opt for the mobile Web over apps, such as
checking the news and visiting retail sites. Web and app use are also
about even when it comes to mobile banking. Apps have only a
slight lead over mobile Web sites in search and social networking.
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