|By PR Newswire||
|August 18, 2010 03:31 AM EDT||
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.
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, a staggering 4.2 million consumers are visiting retailers' websites using the mobile internet (GSMA and comScore, 2010).
However, just four 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.
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 who 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.
About the AIME
AIME is a UK based membership organisation representing and promoting the commercial interests of the interactive media and entertainment industry. http://www.aimelink.org
About the Internet Advertising Bureau (IAB)
The Internet Advertising Bureau (IAB) is the trade association for digital advertising. http://www.iabuk.net
IMRG (Interactive Media In Retail Group) is the industry body for global e-retail. http://www.imrg.org
Amy Kean Senior PR and marketing manager, IAB Tel: +447739-372042 firstname.lastname@example.org