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The number I've seen floating around a few places is that app users are, on average seven times more profitable than web users. Reasons include:
Security for the user? Probably not. "Security" for the developer in that they can prevent people from using the app in ways that aren't profitable? Likely.
Getting the app through an official app store at least gives the company some liability, versus random web pages that don't have signed code.
However, this also removes user control from the device which isn't good either.