More and more, a "card" based user interface is becoming more prevalent on mobile apps. According to the author, Semil Shah, this is due to most of us using our mobile phone mainly with our thumbs. Card apps take advantage of this fact by creating a UI that really takes advantage of the swiping motion on the phone.
Facebook, Google, and Instagram apps all take advantage of a card based UI to help their users navigate their apps more easily.
The easier the site is to navigate, the longer a user will stay on a site. Thus, increasing the chances that the user can be marketed to.
Read more here:
http://techcrunch.com/2013/09/22/mobile-apps-card-interfaces-and-our-opposable-thumbs/
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