This doesn’t really suprise me since Apple test and verify every app on the app store, Google however operate a “after the fact” system, where everything is published (almost instantly) and rely on users to inform them when something has to be taken down.
A little guide from Mashable about NFC (Near Field Communication) and how it’s soon going to be built into all mobiles and what it’s being used for now.
This is very interesting, although I think I understand why. Typically mobile users are looking for an answer quickly, and are more likely to click on the very first result, rather than viewing the top 5 ones and making a decision about which one may best suit their needs. I think the reason for this is that mobile search is more often used for doing research, either finding a product or service in their locality, or finding information on a product / service (reviews, prices, etc). Typically these searches will inform what they do offline (e.g. visiting a store, or purchasing an item).
I myself do this all the time. When making large purchases I will tend to check prices / reviews online before deciding whether to buy it. If I choose to purchase it it online I won’t do it on my mobile in store but will do it at home. I think this is evident in the study too, as they found that although Click-Through-Rates were higher on mobile devices, conversion rates were much lower.
I have to say i think the Magento mobile apps are pretty great, combining a native app experience with your online store. The only problem is that I haven’t seen many UK stores using this yet, and I haven’t yet been able to sample the iPad versions of the app. If you hear of any please let me know.