Digital Insights

Why HTML5 is the Wave of the Future for App and Website Development

Published: March 10, 2015

Talk to any web developer about building out mobile apps and websites and sooner or later you’re going to be hearing about HTML5. According to a survey of over 5,000 web developers and technology managers conducted by Kendo UI, 53 percent use HTML5 to build mobile websites and apps.

HTML stands for Hyper Text Markup Language, and is one of the most widely used “languages” used to build web pages. Because it can only construct static pages, HTML has to be supplemented with various plugins such as Flash, Java, and CSS in order in deliver more creative web design solutions. The problem with this approach is that the plugins tend to complicate the rendering process across different web browsers, increase CPU usage, and require more RAM – all of which impact your computer performance and speed.

What is HTML5?

  • HTML5 is essentially a markup language used for preparing content for display on the Web. The numeral ‘5’ signifies that this is the fifth revision of the HTML standard.
  • HTML5 incorporates many of the features and capabilities of previous versions while reducing the dependence on plugins for app or site functionality.
  • HTML5 provides a consistent user experience across all devices and web browsers.

Why HTML5 Makes Sense for Mobile Websites
It’s no secret that smartphone ownership and mobile Internet use are continuing to grow unchecked with no end in sight, making it imperative that marketers offer a comprehensive mobile experience that matches the full functionality of the desktop. HTML5 enables you to deliver a richer, full-featured user experience across any mobile device.

HTML5 lets you create an app-like experience for the mobile Web. This allows you to reach a larger audience than would be possible if you limited your reach to only those users who have downloaded your app.

HTML5 enables you to deliver a streamlined shopping cart and checkout process for the mobile user. Considering that 75 percent of all consumers abandon their shopping cart before completing a purchase, the ability to simplify the checkout process for mobile users is a critical factor in improving your mobile conversion rates.

HTML5 allows you to offer a better mobile experience with expand and collapse menus and pop-up windows. Easy site navigation is critically important to the mobile user, and will increase your time-on-site rates as well as your conversions.

The Case for HTML5 in Mobile App Development
Primarily due to its cross-platform capability, HTML5 has become the standard for mobile app development. The ability to reach a wide audience with a single app is particularly appealing to marketers who may lack the resources to develop a separate app for each device.

It is compatible across multiple mobile operating systems. This is especially important for users who switch from one device to another only to discover that a favorite app isn’t supported by their new operating system. Unlike native apps, an HTML5 app can be used on any device that supports HTML, including iOS and Android. This means that a single HTML5-based app will work on all devices, compared to native technology which would require a separate app for each different operating system.

HTML5 apps automatically update themselves, sparing users the hassle of performing a manual update.

HTML5 technology is constantly evolving, and its functionality is improving to the point where it will soon match native web development technology. All of the popular mobile browsers support HTML5, although certain elements may not yet be fully supported.


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