Web Better than Apps for Clickthroughs

onlinemediadaily.gifThere’s a thought provoking article at Online Media Daily on how, in a recent Continental Airlines study, mobile web ads were more effective than in-app ads.

The article nor Continental Airlines explain why this is the case. Maybe people implicitly expect to browse to other sites when using a web browser as opposed to not wanting to leave an App because they are using it for a specific purpose?