The rise of native apps as the primary medium for mobile content is a trend that shows no signs of slowing down at the moment — if anything, it’s growing, with smartphone-wielding consumers in the U.S. recently tipping to using more native apps than mobile web sites for their information/games/video fixes. But that also belies a secondary trend: support and functionality for HTML5, the markup language (not-quite standard) for feature-rich mobile web content, continues to grow.

This two-track approach, and the pros and cons of each, is the subject of the latest report from the French analyst house faberNovel, on HTML5 and how to rethink web strategy. It’s embedded below.

HTML5 is increasingly getting adopted by companies that need other solutions in place besides native apps. Some of the reasons why include the ability to target all consumers in a fragmented mobile market; and the ability to bypass some…