The Financial Times is reporting that its web app has clocked up one million hits since it was launched in June.

Around 45 per cent of users have bookmarked the FT web app to a iPhone or iPad, replicating a native app experience by providing an app icon on the device’s home screen.

The app, which is free to download but through which content is limited due to a cross-platform part paywall, saw 150,000 uses in the first 10 days; five months on it has achieved one million clicks on the app.ft.com url.

The web app, built with HTML5 technology, has two advantages for the FT over its previous native iPhone and iPad apps: it avoids the FT paying Apple a 30 per cent cut, the charge for any music, app or book publisher selling through its store, and the FT gets to access and own its audience data.

In a post on its blog the FT said the web app has “significantly boosted mobile and tablet traffic”.

FT.com now sees 20 per cent of total page views and 15 per cent of new B2C subscriptions each week coming directly from mobile and tablet devices. These readers are also more engaged, with FT.com users who register on mobiles and tablets 2.5 times more likely to subscribe, as well as being more active in giving feedback.

The FT has also produced an infographic.