Numerous issues are affecting the uptake of the HTML5 coding lanaguge, according to Google's head of YouTube, Andrey Doronichev, who cited concerns around cost, fragmentation and consumer ignorance.
Chiefly, Doronichev said the code language is still too costly to use, even though it allows developers to write apps for multiple platforms.
"The key problem with HTML5 is cost," said Doronichev during a panel discussion at the Open Mobile Summit.
"Building apps with HTML5 is its own skill, it's harder than iOS."
The Google head also cited distribution as another key problem facing businesses looking to use HTML5 to develop apps, and this is also causing web users to remain unsure what the platform can provide.
"The app has to work across websites on different browsers so browser fragmentation is an issue" said Doronichev.
"Distribution is another major problem, where to find it. Consumers don't get HTML apps as there is no single place to go for the apps."
The Google head also admitted there was no clear stance on possible HTML5 app payment methods, conceding that Apple's App Store holds the majority market share, but said he hoped this may change in the future.
"I don't know who will win the majority payment market share. At the moment its Apple but in the future I don't know, it could be something new," said Doronichev.
Doronichev said Android, Google's smartphone operating system, could be a key to helping HTML5 app adoption, claiming the widespread release of the Chrome browser could provide a more stable base for developers.
The news follows the director of Amazon's App store urging new developers to follow a freemium business plan when starting out.