Users Will Spend Less Time on the Traditional Web in the Future
The user experience is better, so users are spending more time working with mobile applications on their smartphones and tablets than with the traditional desktop browser-based Web. From an advertising perspective, this means that the traditional Web isn't getting as many eyeballs and potential customers. Mobile users are viewing mobile application screens, which is creating another new world of "in-mobile apps." It's a world where users are spending more time viewing screens in mobile applications or the mobile Web and moving away from the traditional desktop browser-based Web.During the next 10 to 20 years, we'll see a world I call "mobile-centric computing," where people will have a network of different mobile devices that are all interconnected through the Internet. Sure, the old Web will still be there-just like cash stayed around after the creation of credit cards. It will help with gigantic number crunching and content storage. However, in this new world of mobile-centric computing, information is accessed from servers but also created and shared on different mobile devices. In this new world of mobile-centric computing, users will access and create information on laptops and Macs. Information will be shared across hundreds of millions of tablets and billions of smartphones. Users won't spend much time on the traditional Web. Most of their time will be spent interacting with all the mobile devices in their lives. Yes, the center of the information gravity is migrating toward mobile. And, it's not going to stop with just creating the mobile Web and mobile applications. It's going to keep going until mobile is the center of the entire information universe with spokes going out in all directions. Mobile-centric computing. Remember that. You'll be hearing more about it in the years to come.
It won't be long before most users will be spending most of the time viewing mobile applications and the revenue from in-app mobile advertising will exceed the revenue generated from the mobile Web.