Look, I know we live in a world where the latest Weather App causes app-gasms all over the blogoshere, but for the vast majority of apps, going native is not necessary. Building a native app is an expensive time-consuming venture.
Using HTML has 3 main advantages
1. Worlds Greatest Rendering Engine
The browser is the worlds greatest canvas. You can create new and exciting user interfaces and experiences, it is only limited by your imagination. Native apps have a tendency to look and feel similar to one another.
2. Speed, Speed, Speed
The time and effort involved in building a web app is just a fraction, of what it would be for a native app. There are numerous libraries and frameworks available, jQueryMobile and Sencha Touch just to name a few. Development speed is a tremendous advantage to have, it will you allow to keep a step ahead of the competition.
3. The ability to A/B Test
With HTML you can test, test, test. You can iterate your app and make it awesome. Doing that in a native app is very difficult and requires a tremendous effort. Once you choose a UI/UX direction in a native app, you are pretty much married to it, as change becomes complex and messy.
Over the last few years, web technologies have come a long way. The UI/UX advantage of native apps, is almost gone. There is no good reason why a web app, can’t rival its native cousins.