I heard Facebook say recently that the majority of their users access via an app rather than the web.

>>Meanwhile companies whose names are at tip of tongue all over the world having made their fortunes with websites, now are unanimously focused on native device apps and are incentivizing customers to use the app rather than the browser. Backend, shmackend- it's a commodity or ought to be, and competitive advantage is going to be at the customer-facing piece = the device.
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>I think you will find this article interesting: The Web Is Dying; Apps Are Killing It