E-marketing Strategy: Content Consumption is Moving Beyond the Web Browser
2. The web currently lags behind apps in terms of user interface. Yes, there are some extremely clever and beautiful mobile sites out there—just as there are some frustratingly hard-to-use apps—but, by and large, app developers put incredible amounts of time and effort into their mobile user experience—as it is their entire product. Too often on the web, the full-browser version is the "entire product" and the mobile design is just an afterthought. Also, at present, the app environment allows programmers more control over the presentation of content. Web developers are forced to work within the constraints of the web browser. This allows apps to present more content on mobile devices, more beautifully. The new standards available in HTML5 will improve content presentation on the web, but so far adoption of HTML5 by major content producers has been slow.