Home Financial Times Proves HTML5 Can Beat Native Mobile Apps

Financial Times Proves HTML5 Can Beat Native Mobile Apps

In the ongoing debate over Web vs. native mobile and tablet apps, it would appear the Web just racked up a few major points.

When Apple changed their subscription rules to require that publishers fork over 30% of the revenue generated from apps sold in the iTunes store, many media companies played along, hoping that making their content available on iOS devices would help them survive the transition from print to pixels.

But not everybody was on board. The Financial Times decided to let its iOS apps get pulled from the App Store and instead focus its energies on creating an HTML5-driven, Web-based application that looks and works like a native app when viewed both on tablets and smartphones. It’s essentially a simplified website, but one that supports swipe gestures and, unlike iOS apps, works across platforms.

So how’s the HTML5 experiment going? Pretty well, it turns out. The publication is now getting more traffic to its tablet-friendly Web app than it saw on the old native applications, according to Reuters. The newspaper company said that’s it now seen over 700,000 visitors to the Web app.

Just as with native apps generally, people who read the Financial Times via the Web app from their smartphones and tablets are more engaged than users who visit the publication’s desktop website.

“They are consuming about three times as many pages through the app as they are through the desktop in an average visit,” Rob Grimshaw, managing director of FT.com, told Reuters.


When you use the FT Web app from an iPad, the experience comes pretty close to mimicking that of a native news app. It’s pretty light on the slick, animated type of UI tricks that tablet apps often have, but you can do things like swipe your finger right and left to navigate the paper’s different sections.

It’s still pretty early in this battle. For media companies deciding how best to allocate their budgets for their mobile strategies, the experience of the Financial Times provides an early indication that developing cross-platform Web apps can pay off.

About ReadWrite’s Editorial Process

The ReadWrite Editorial policy involves closely monitoring the tech industry for major developments, new product launches, AI breakthroughs, video game releases and other newsworthy events. Editors assign relevant stories to staff writers or freelance contributors with expertise in each particular topic area. Before publication, articles go through a rigorous round of editing for accuracy, clarity, and to ensure adherence to ReadWrite's style guidelines.

Get the biggest tech headlines of the day delivered to your inbox

    By signing up, you agree to our Terms and Privacy Policy. Unsubscribe anytime.

    Tech News

    Explore the latest in tech with our Tech News. We cut through the noise for concise, relevant updates, keeping you informed about the rapidly evolving tech landscape with curated content that separates signal from noise.

    In-Depth Tech Stories

    Explore tech impact in In-Depth Stories. Narrative data journalism offers comprehensive analyses, revealing stories behind data. Understand industry trends for a deeper perspective on tech's intricate relationships with society.

    Expert Reviews

    Empower decisions with Expert Reviews, merging industry expertise and insightful analysis. Delve into tech intricacies, get the best deals, and stay ahead with our trustworthy guide to navigating the ever-changing tech market.