The Shrinking Web: why Links Now Open Apps and What It Means for You
The internet is changing, and you might have noticed a frustrating trend: clicking a link often doesn’t take you to a website anymore. Rather, it prompts you to open an app. This shift isn’t accidental; it’s a symptom of a larger consolidation of power online, and it impacts your experience as a user.
The Rise of Walled Gardens
For many, platforms like Facebook, Instagram, and X (formerly twitter) have become synonymous with the internet itself. These companies actively encourage you to stay within their ecosystems - their “walled gardens” - and mobile apps are a crucial tool in achieving that. Having a dedicated app allows them to gather more data about you and keep you engaged for longer periods.
Consequently, when you click a link to a service with an app, you’re frequently enough directed away from the open web and into that controlled environment. This can be notably annoying if you prefer browsing on your computer, where apps aren’t a factor.
A Look Back: How We Got Here
It’s easy to feel nostalgic for the early days of the internet, when websites felt more open and independent. However, the web has fundamentally evolved.Initially, websites were primarily marketing tools for businesses, not core revenue generators. Many were built and maintained by individuals, frequently enough on modest hardware.Today, the internet is critical infrastructure.A disruption to internet service, even for a short time, would have global consequences. Delivering content through web browsers is now a complex, expensive undertaking, subject to intense competition and regulation.
Can the Web Be Revived?
Realistically, a return to the “good old days” of the web isn’t possible. The Wild West era is over. Though, the current trajectory isn’t lasting either.Concerns about a “dead internet” or a collapse of the current web business model are valid.
Here’s what you should consider:
Increased Control: Major tech companies are gaining increasing control over your online experience.
Data Collection: Apps are designed to collect more data about your behavior than websites.
Limited choice: You may have less control over how you access and interact with online content.
Sustainability Concerns: The current web model relies heavily on advertising and data monetization, which may not be viable long-term.
What Does This Mean for You?
This shift towards apps isn’t just a minor inconvenience. It represents a fundamental change in how you experience the internet.You may find yourself increasingly steered towards specific platforms and away from the open, decentralized web.
Here are some things you can do:
Be mindful of app prompts. Consider whether you truly need the app before allowing it to open the link.
Prioritize browser access. When possible, seek out the website version of a service.
Support open web initiatives. Look for and support platforms and technologies that prioritize an open and decentralized internet.
Understand the trade-offs. Recognize that using apps often comes at the cost of privacy and control.
The future of the web is uncertain, but by understanding the forces at play, you can make informed choices about how you navigate the digital world. A more sustainable and user-centric web is possible, but it will require a collective effort to prioritize openness, privacy, and control.
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