Discussing with some Content Service Providers, some told me that the traffic coming from their apps was now at roughly the same level as their website. And these CSP were just in the biggest in France. So the Internet market in transforming itself into an Internet App market. I don’t think HTML5 will change much the trend. It will help developers in app portability.
I’ve found this interesting chart on visual.ly on how to make a great mobile experience. Nothing rocket science, but a good to-do list for beginners.