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UK Consumers are Moving Faster Than Retailers Towards Mobile Internet

19 августа 2010

Too few UK 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.

Over half (59%) of the senior-level representatives from UK retail brands that took part in the survey expected their mobile revenues to increase over the next 12 months, and 94% saw it as a real opportunity for their business.

More retailers need to follow their audiences on mobile

The research highlights the need for retailers to move faster to keep with the consumers already seeking out retail websites via their mobile phones. Each month in the UK, 4.2 million consumers are visiting retailers' websites using the mobile internet.

However, just four out of the top 20 most frequently visited retailer websites are presently optimised for mobile, and only eight of the top 20 have any kind of mobile application for smartphones like the iPhone, Blackberry or Android powered devices. This means that many retailers could be missing out on additional revenues from the ready and willing mobile consumer traffic to their sites.

In response to the research, Sienne Veit, Social and Mobile Commerce Development Manager at M&S Direct said: "Mobile internet sits at the heart of many of our customer's lives, and we've invested significant resource to ensuring that their mobile experience is as straightforward and rewarding as possible. This research from AIME, the IAB and IMRG highlights how emerging mobile media looks set to play a much stronger role in UK commerce, and for us as retailers it's been essential to establish a solid mobile presence to fully complement the evolving customer journey."

Whilst most retailers believe their mobile revenues will increase over the next few years, currently around 63% either make less than 1% of their total revenues via mobile, or don't measure their mobile revenues at all at present, citing a lack of knowledge and expertise about the mobile platform. However, the research found that over half (59%) of the senior-level representatives from UK retail brands that took part in the survey, expected their mobile revenues to increase over the next 12 months, and 94% saw it as a real opportunity for their business.

More mobile training needed

The majority of UK retail brands welcomed the opportunity for further training in mobile commerce and advertising, recognising the increasing part the medium will play in the customer journey - 74% of those respondents stated that they would like to receive training in this area. Currently 1 in 10 retail marketers cites themselves as a 'mobile expert', while 43% believe they have a basic knowledge of the medium.

Alex Kozloff, mobile manager for the Internet Advertising Bureau said: "For brands, extending their presence onto mobile has been a daunting prospect, simply due to the new jargon, technologies and tricks of the trade that need to be understood in order to make the most of the medium. But with UK consumers already seeking out brands on their mobile phones, in particular retailers, it really is essential that marketers ensure the mobile experience they offer is just as useful, usable and engaging as their other properties, both on and offline. If they don't, those competitors who have already put mobile on the agenda may start to steal their otherwise loyal customers."

 

Источник: Cellular news

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