Heinemann predicted that with the impact of the Google Nexus 7 tablet, which went on sale in mid-July, the smaller iPad tablet expected from Apple, and next-generation tablets coming from Amazon, there will be a "meteoric rise" in tablet use and purchasing.
While Monetate evaluates Web traffic and Web purchases, Heinemann said he's keenly aware that apps used for online purchases are more appropriate for certain businesses that sell online.
"Travel is perfect for apps purchases, such as buying an airline ticket, but when businesses start going into areas for more broad retail needs, the Web is still good," Heinemann said. "We don't think you'll see as much retail app development. Browsing is losing share to apps [for purchases], but apps are not a major value for the core retailers out there."
Sign up for CIO Asia eNewsletters.