We cannot forget that publishers needs to not only adapt their site to many devices (make their layouts responsive), but in order to keep ad revenues, they have to think of responsive ads (and not degrading UX of their websites because of showing too big ones!)

At Clearcode we see that there are two main trends – either clients starts developing native mobile apps, or they ask for a responsive web application instead. But almost everyone starts considering a mobile as a part of their strategy.