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Mobile websites gaining ground – Adobe Survey |
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Respondents to the survey from across several industries indicated an overwhelming preference for developing websites as their predominant mobile commerce presence with more than 80 percent planning or having already deployed a mobile website compared with other types of mobile properties, including downloadable applications, Adobe said. Only eight percent of respondents cited a downloadable application-only mobile commerce strategy.  The survey was conducted from July 6 to July 23, 2010, to identify businesses’ strategic and tactical plans for mobile commerce over the next year. It received 446 responses from representatives at leading enterprises worldwide. The top six industries for respondents, representing more than 50 percent of the total, included retail, agencies (advertising/interactive), computer hardware-services-software and media. Retail was the highest segment to respond with more than 20 percent. Approximately 75 percent of respondents were from North America, Adobe clarified. The survey uncovered four key areas of focus for businesses’ mobile strategies: promotions, commerce, product information and branding. Seventy-five percent of respondents named promotions as the core of their mobile strategy, validating the mobile channel as an important method to drive traffic and support multi-channel commerce. Sheila Dahlgren, senior director of product marketing at Adobe said multi-channel shoppers tend to purchase more; therefore, companies must effectively engage customers by delivering consistent, rich experiences across all channels – including mobile – to maintain and fuel current double-digit e-commerce industry growth rates. She said the survey's results showed that opportunities exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales. Mobile user experience findings from the survey point to full-screen image zoom and videos as the most important way to browse or display products on mobile devices, specifically: More than 55 percent of respondents cited full-screen image zoom and videos as indispensable viewing features for driving conversion In addition, 96 percent of respondents asserted the most effective visual merchandising features were catalogs & brochures, alternative images, and zoom & pan While only 18 percent of respondents currently utilize rich visual merchandising features for mobile commerce, up to 81 percent of respondents cited plans to deploy these features, thus implying richer mobile experiences will be created and offered over the next 12 months. |
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