Study: Consumers will continue to embrace apps over browsers on smartphones

A PricewaterhouseCoopers study of 3,300 U.S. smartphone users found that consumers believe that the potential for their devices is limitless and they expect that the proliferation of mobile apps will increase the device's functionality. In fact, consumers like using apps to check news, sports and weather and access their social network sites and PwC believes that the app marketplace will continue because consumers will embrace apps over browser-based access. The findings are notable considering a number of companies are working to promote HTML5 websites over native smartphone apps. For more, see this report.