Common .mp4 codec format for web and mobile phones

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I have a website and mobile app(for iOS and Android) for e-learning. For web i am using JWPlayer. Many users reporting that they face video freezing or buffering issue.But i have checked in my chrome browser it only buffer even faster internet connection.
So i want a common .mp4 codec format for both web and mobile(iOS & Android) and suggest me a best video convertor for conversion.
Thanks in advance.

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I believe that MP4 with code H.264 is the best to follow, referring to the last link below

I have made some research however I'm stilll looking for the best, but for now