Research in the US has found that smartphone apps are fast becoming the favourite way to access internet radio, maps, social networks, navigation and games.
"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 Texas-based digital living research company says that while mobile apps will not replace web browsers, content owners and distributors that rely too much on the web might lose audience and revenues as time goes by. "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.”