I would dispute that, in every case where there is exists a native app with equal functionality, the app is used every time. Customers prefer the native apps. Yes, we all know the dev costs are high right now, but that will change just like it did for web development.
Also significant, there is finally again opportunities for developers to be paid for their work by real customers. The quality of native apps plus the AppStore model is resulting in end customers seeing value in software again.
The only reason so many web apps are popular now is because it's the only choice available to consumers. Tech companies have been distracted the last 10 years chasing the perpetual myth of write-once run-everywhere, this time instead of Java or Flash or XML (for data), it is HTML5+javscript. I guess we haven't learned yet.
There is a return to client coding happening, and it's going to produce a new renaissance in really great software.