I am under the assumption mobile users prefer / are more familiar with installing an app from the store vs bookmarking a web app (as referenced below). Please correct me if this assumption is incorrect.
I feel running straight from the browser can provide a superior experience to a compiled Cordova/PhoneGap 'hybrid app' in the following areas:
- Less time to install (or none / done in background if they're already at your website)
- Faster startup time
- Keep browser state (for cross-site login such as Facebook)
- One less thing to maintain (compiling to iOS / Android and getting on the respective stores)
However if the user doesn't know they can even bookmark it instead of install, it's useless.
Mobile users bookmark differently. Bookmarks in mobile browsers are used sparingly, instead mobile users "bookmark" by downloading the native app.