Apps have stolen some thunder from browsers, especially as consumers find apps faster and more convenient to use than the Web.

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The iPad has more tablet oriented apps, and a diverse range of easy-to-find and (sometimes) reasonably cheap content.

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But, most of us have no more than 100 apps, if that, on our phones and you are likely to find weather and similar apps you really use a lot.

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Lately more Android users have been able to replicate iTunes libraries using apps like Double Twist and find that email is obviously easy to migrate since many use Gmail.

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Armed with the knowledge that 15 percent of Black Friday gift searches happen on a smartphone and that people will find 44 percent of their last-minute gifts using their mobile devices, retailers are also offering more rewards via mobile apps.

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Smaller OTT messaging apps may find that by being close to the ground with their user base and able to introduce features more quickly, they can evolve into popular destinations that take attention away from Facebook on mobile devices.

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