Research from Parks Associates in the US has found that preferences for apps on mobile phones over web browsers are growing among younger demographics.
The Mobile Cloud Media and Access Platforms study found that the majority of consumers who prefer to use apps over mobile Web browsers are under 35 years old.
"Consumers under 35 are starting to ditch browsers in favour of mobile apps, where they don't have to type in a web address or contend with slow browser speeds. They are also put off by web pages that do not fit the small phone screen, whereas the mobile app is native to the platform," said Harry Wang, Director of Mobile Product Research, Parks Associates.
The report adds that mobile apps are already the dominant medium for access to internet radio, maps, social networks, navigation (including Google Maps) and games.
Parks Associates says that while mobile apps will not replace web browsers, content owners and distributors that rely too much on mobile web might lose audience and revenues.
"The mobile experience is all about convenience and instantaneous access," Wang added. "The advantages of mobile apps could lead to a new content distribution environment for paid and ad-supported media services."