Google appears to be rolling out a change to mobile search results on Android that let users download apps from the results page without having to to do from the Google Play store.
A few reports have come out about this. It's possible that it's only a test, but a lot of people seem to be getting it. As far as I know, Android Police was first to report on it.
The change may not make a huge difference in app downloads, but if it reduces friction at all and speed up the process for getting an app on a user's phone, that's gotta be a win for developers (not to mention users).
Image via Google