Mobile web as a threat to online survey research?

I noticed lately that more of my friends (and myself) stay away from their computers and laptops and prefer to access the "essential" web functions like news, e-mail and social networks via apps on their mobile phones, tablets and devices like Roku or Xbox. In my opinion, this could pose a serious threat in the future to online survey research industry, similar to what cell phones did to the telephone surveys nowdays (reach, non-representativeness, lower response and cooperation rates, etc.)