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I would say in some cases, people are conditioned now to expect an app, even if it's basically a website. I think in a mobile context, most non-techy people don't normally think to open up a browser and say, browse Amazon or something. Instead they go for the Amazon app on their phone, and browse/shop/whatever there.
I wouldn't say this is exclusive to phones either. I once worked on a product that was essentially web-native, but they had to ship a desktop app because their market expected it, even though it was only a web-view wrapper to the website. No offline storage, no difference in behaviour, or need for some specific API; nothing. I guess you try explaining to boomers that a web-view desktop app is unnecessary.
The data vacuuming and additional marketing are just added benefits for the app developer, if they go down that path (they usually do).