Mobile Engagement with Mobile Apps & Websites

Mobile Analytics firm Flurry released some interesting stats a
couple of days ago. They deal with returning app users and look like
this:

mobile engagement 1

It’s been long known that on mobile, users prefer “bite-sized” content –
easy to consume/produce, disposable, cheap.

This is a fundamental issue with the “app” approach – users get bored
and move on to the next new thing. In the meantime, websites
consistently receive mobile traffic from search, Twitter and links in
emails.

As a publisher or an advertiser, which route would you take?