Will The Web Eventually Render Mobile Apps Obsolete?

Andy Carter • August 1, 2017

There's an edition of a popular webcomic series that poses this question by imagining the convenience of having apps available only when you need them. At first it sounds a little strange, but when you think about it: the mobile web is constantly becoming faster, more reliable, more powerful, and more user-friendly. Most websites you regularly visit probably have a responsively-designed mobile experience that can perform most if not all of the actions of an equivalent app. Not only that, but if you were to scroll through the apps that populate your phone's home screen, how many would you find that you actually use multiple times a week? Better yet: how many apps do you use on a daily basis that aren't reliant upon an internet connection in order to function?


Consider that there was a time when you used native apps on your PC for things that the browser can now do perfectly well, if not better. Music and video streaming services have outdone the humble desktop media player. Most storage needs can be easily and more conveniently handled by a cloud storage service, like Dropbox. And for many, gone are the days of clunky desktop mail clients in favor of having a browser tab dedicated to the task. On our laptop, we witnessed a progression from application icons littering the desktop to a consolidation wherein the browser is a portal to nearly everything. Then the smartphone came along, and independent apps were once again the paradigm. 


Sure, you don't need the browser for a calculator or camera app. But you'll likely find that most internet-enabled experiences, such as Facebook or Twitter, have a perfectly capable mobile site. In fact, there are practical arguments to consider for the adoption of web over native apps on a device of limited resources like storage and battery. Aside from the issue of limited storage space forcing you to play musical chairs with your apps, these downloads often come with more strings attached than you may have anticipated. Many people prefer to use the Facebook mobile site over the app, citing that it's a more performant and battery-friendly alternative for their phones. 

While the user-experience of the mobile web is mostly powered by a few central principles like responsive design, ease of use, SEO, and speed, when looking towards the future, we've also begun to see more powerful trends on the horizon. Emerging in new development frameworks and patterns is a trend that seeks to make traditional websites more interactive and "app-like." Google is pushing what they call "Progressive Web Apps" as alternatives to native apps. These are apps that are built into the browser, but that are lightweight, fast, and have some functionality that has been traditionally limited in web browsers, such as the local storage of user data for offline use, and push notifications. Google even showcases several of their favorite Progressive Web App experiences. 



Clearly, there are still many valid use cases for a mobile app, and I don't think we'll ever witness a dramatic decline in those overnight. However, an app cannot replace your website, and in many cases, it might be more of a difficult proposition for users to justify an app's place on their home screen when they can just navigate to your website when they need to interact with your business. As the mobile web continues to become more accessible all the time, it's easy to imagine a world in which most mobile experiences happen in the browser. 


The fragmentation of search. Why Being Found Is No Longer Just About Google

The Fragmentation of Search: Why Being Found Is No Longer Just About Google

By Rikki Broussard • July 23, 2026
Your customers are still searching. They are just no longer searching in one place. They may start with Google, ask ChatGPT to compare their options, watch a YouTube video, look for examples on Instagram, read reviews, or open a map to find a nearby business. This does not mean your company needs to chase every new platform. It also does not mean SEO is dead. The best response to fragmented search is to strengthen the foundation you already have. Build a clear, credible website, answer the questions your customers ask, share real expertise, and ensure your business appears consistently on the platforms that matter to your audience. AEO, or Answer Engine Optimization, is part of that approach. It helps search engines and AI tools find and understand your answers, but it works best when it is built on strong SEO . Why Are Customers Searching in So Many Different Places? Customers are searching in more places because they now have more ways to find the type of information they want. Every Monday during our BlinkJar staff meeting, each person brings an industry update to discuss. One recent conversation about artificial intelligence and its impact on search reminded me of what happened to television. Jared, my husband and BlinkJar’s founder , spent years working in television. At one time, a few broadcast networks held most of the audience. Then cable created more choices. Streaming services, YouTube, social video, and on-demand programming divided attention even further. Television did not disappear. People gained more ways to watch. Search is moving in the same direction. A prospective customer may search Google for a service, ask an AI assistant to explain the differences between providers, watch a video to see how something works, and read reviews before visiting a company’s website. The challenge is not that Google has stopped working. It is that businesses can no longer assume every customer will begin there. Does My Business Still Need SEO? Yes, your business absolutely needs SEO as it remains the foundation of being discovered online. Google continues to drive valuable, high-intent traffic for businesses. A strong website also gives AI tools, maps, social platforms, and prospective customers a reliable place to learn who you are and what you offer. Your website needs clear service pages, useful location information, simple navigation, relevant internal links, and a sound technical structure. Search engines must be able to crawl, index, and understand your pages. Traditional SEO is not being replaced. It is supporting a larger discovery ecosystem. Think of your website as your company’s home base. Social media, maps, reviews, search engines, and AI tools may help customers find you, but your website is where you control the complete story. 
Kingsley Working

What I Learned as a Marketing Intern at BlinkJar Media

By Kingsley Lavender • July 20, 2026
Kingsley Lavender shares what he learned as a marketing intern at BlinkJar Media, including SEO, website updates, content marketing, and real-world agency experience.

Why Personal Connections Matter More Than Ever in an AI-Driven Marketing World?

By Caroline Thaxton • July 10, 2026
Artificial intelligence is changing the way businesses approach content marketing , social media marketing , and digital communications. AI can generate ideas, streamline workflows, and help marketers create content faster than ever before. At Blinkjar, we embrace AI as a powerful tool, but we also know the most impactful marketing still begins with something technology can't replicate: a genuine human connection. As a Creative Content Specialist at Blinkjar , some of my most valuable work happens away from my desk. Meeting with clients, visiting their businesses, and building real relationships gives me a deeper understanding of who they are and what makes their brands unique. Those face-to-face interactions help me create authentic content that reflects each client's personality , values, and story. Can AI Really Tell Your Brand's Story? Every business has a story worth telling . While AI can help organize information, brainstorm ideas, and improve efficiency, it can't experience a company's culture, observe customer interactions, or hear the passion behind why a business was started. That’s why every interaction matters. Whether we’re on a call, exchanging emails, meeting in person, capturing photos and videos, or simply talking through new ideas, each touchpoint helps us better understand the businesses we support. These conversations allow us to see how a brand operates, hear the stories behind the work, and uncover the details that make it unique. Those real insights often become the foundation for stronger content because they reveal perspectives that AI simply can’t generate. How Do Client Conversations Lead to Better Content Marketing? The more time I spend with the businesses we support, the better I can represent their brand. Photoshoots are one way those connections happen, but many of my strongest content ideas come from everyday conversations, planning calls, emails, meetings, and moments when a client shares something we would not have known otherwise. Those small details often become the difference between content that feels generic and content that feels true to the brand. Whether we're discussing a new project, talking through their day-to-day operations, or simply catching up, those conversations give me the context I need to write content that's accurate, authentic, and true to their voice. Instead of relying on assumptions, I can pull directly from their experiences, expertise, and personality . That's what transforms content from informative to meaningful.