I would far prefer to use that "app" as a website, not as a phone app. I have approximately never been walking around with just my iPhone and thought "Oh! I want to buy a new Point and Shoot Camera! Let me enumerate my preferences..."
As a website, I'd seriously consider using it, particularly for stuff (like flatware, or shoes, or dish soap, or whatever) that I don't care that much about.
Sure, that's the way we research things today, but once it's in your pocket and it works, it'll happen on-the-fly. Just like how nobody sits at a desktop and prints out maps today. Also I use my iPhone for everything these days.
We actually threw up a web test and it got way less interest than the mobile version, probably because it was less novel on the web (other sites existed, though they didn't work).
As a website, I'd seriously consider using it, particularly for stuff (like flatware, or shoes, or dish soap, or whatever) that I don't care that much about.