Retail brands too slow on mobile uptake
New research shows that consumers are moving faster than retailers towards the mobile internet.
Survey commissioned by AIME, IAB and IMRG shows that 41% of UK retail brands expect to have a transactional mobile site or application within the next year.
Too few retailers have a solid mobile presence today, however, 41% plan to have a transactional mobile site or application in place within the next year, according to the results from a new research partnership between the Association for Interactive Media and Entertainment (AIME), the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG).
The study found that while mobile commerce is still very much at the consideration stage, the majority of retailers surveyed expect mobile commerce to be part of their main strategy within the next 12 months.
eDigital Research, commissioned by AIME, the IAB and the IMRG surveyed 140 marketing professionals from the retail, advertising and mobile service provider sectors in the UK to understand attitudes, behaviours and perceived challenges to mobile commerce.
Over half (59%) of the senior-level representatives from UK retail brands that took part expected their mobile revenues to increase over the next 12 months, and 94% saw it as a real opportunity for their business.