This is a pretty bold premise; I think mobile web consumption probably represents a pretty large fraction of those minutes. Having a web app that works well both for desktop and mobile seems more important than a native mobile app, to me.
If they included games in that then I'd say over 90% of that "mobile app use" time block is games or facebook for non-tech users. Games are better made as native apps due to audio issues and facebook is facebook. Hence, the articles dataset needs clarification before a firm conclusion can be made..
I prefer web services that link software on various apps across various devices which cache and sync content. The best example is probably Kindle which has a hardware device, various mobile apps and web based reader.