Preferences for mobile apps over Web browsers are growing among younger demographics, say researchers at Parks Associates. "Consumers under 35 are starting to ditch browsers in favor of mobile apps, where they don't have to type in a Web address or contend with slow browser speeds," says Harry Wang, Parks Associates director.
"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," says Wang.
Mobile apps are already the dominant medium for access to Internet radio (including Pandora), maps, social networks, navigation (including Google Maps), and games.
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