The panelists’ answers tended to favour Apps over Browsers and this might well reflect the Asian audience profile. However I like to see if there is real data – so I have been digging around looking for some definitive data on the subject and finally found some.

Adobe Systems who earlier this year was involved in a pretty important spat with Apple on the lack of FLASH functionality on the iPad commissioned a study from Keynote. The results I have to say surprised me.

Users in North America prefer Browsers over Apps by a pretty significant margin in many cases particularly when engaged in mobile ecommerce (read shopping). The study is fresh – from an August 2010 data sample.

Here are the results or two of the key questions. (Images and data courtesy of eMarketer). In the basic category – of Apps vs Browsers the results are interesting for the general usage on the device.

When shopping is called out and evaluated, the results are more stark.

Given that the iPhone is the leading app platform (although the Android is making a strong play) for the US market, this does reflect the overall world view as the US market for Apps is so large.

It should be noted that the iPhone changed the world with its model and also helped the US to catch up with the rest of the world in mobile services.

So before everyone jumps in and thinks that Apps are the way to go consider this data. There is some learning here.

The current crop of “mobile” browser support has been pretty awful. Indeed all platforms – particularly Blackberry have been rather bad and thus Apps were a better experience.

I believe that the next generation of mobile browsers will improve the experience for the user and allow greater interactivity between functions and services. Further I believe that the lazy way that many providers have made their core services mobile will not be tolerated and that better focus on mobile specific service functions will be required.

My former colleague Gerry Samuels at the WIT Conference on Day 2 made a compelling case that mobile ecommerce was not just for service functions but that his experience with clients such as Virgin Blue Group and AirAsia X makes a compelling story that indeed mobile sales are not just a niche service anymore.

(Abacus) Brett Henry’s encouragement to test with service solutions before booking transactions may be a conservative approach. After all, AirAsia’s Kathleen Tan said her airline was aiming for 20% of bookings to come from mobile in 18 months time.

My opinion is that you had better get your feet wet quickly. 2010 is not the Year of Mobile but in my view it will go down as the start of the new world order – particularly in Asia.

But before we get all fluffy and happy about this – the network providers, device manufacturers and the service providers need to work a LOT harder at delivering a better experience. The mobile experience is still pretty awful. We all deserve better. 2011 is round the corner and in my view that will be the Year of Mobile.

Featured image credit (Using smart phone): Ockra/iStock