Mobile Browsing Preferable to Apps

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mobiletv.jpgLast month, Glow Interactive CEO Peter Levin elicited industry gasps by suggesting that the logical next step in mobile advertising was to build HTML5 advertisements to run “in-browser,” not within apps. Why? Because with HTML5 being deployed across the web, mobile users will find browsing a better option than app-ing along.

But they can’t browse here — this is app country! I mean, the Apple App Store alone has more that 300,000 third-party apps and has witnessed more than 7 billion downloads.

Still, more than a few people believe it’s only a matter of time before the apps revolution ends and mobile users reclaim the browser in force — and some new findings from Keynote Systems for Adobe bolsters that view.

eMarketer reports that mobile users prefer using a browser to an app for researching product review, blogs, sports-related activities, news, video and local events. The only categories where apps were preferred were games, social and music — for the latter two, the it was a pretty close fight.

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