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Google announced they have added new features to the mobile search results around shopping ads to bring more detailed product data in the search interface, local inventory and 360 degree views of product imagery.
Google said they are bringing these desktop shopping features to mobile because they have "seen a 3.5X increase in shopping searches coming from smartphones year-on-year." So mobile is way important and thus the experience is way important.
Here is how the more detailed and "richer" product experience feels:
Here are the 3D product image views:
Forum discussion at Google+ and WebmasterWorld.
