Apps Proliferate, but How Do Users Engage? The top 50 apps took up 54% of users’ time


The mobile web and apps are like parallel highways, with distinct rules and scenery and their own versions of congestion and confusion. “The day may come when HTML5 matures to the point that the experience of using a web app differs little from a native app,” said Noah Elkin, eMarketer senior analyst and author of the new report “App-etite for Engagement: Marketing Beyond the Browser.” “Ultimately, however, focusing on the underlying technology in part misses the point about what makes apps popular.”

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