Most Businesses Developing, Deploying Mobile Websites
More than 80 percent of respondents to a recent mobile commerce survey said they're planning to or have already deployed a mobile website, compared with other types of mobile properties, including downloadable applications. Eight percent cited a downloadable application-only mobile commerce strategy.
The Adobe Scene 7 Rich Mobile Commerce 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.
Other findings from the survey include the following:
- 55 percent of respondents cited full-screen image zoom and videos as indispensable viewing features for driving conversion;
- 96 percent of respondents said the most effective visual merchandising features were catalogs and brochures, alternative images, and zoom and pan; and
- while only 18 percent of respondents currently use rich visual merchandising features for mobile commerce, 81 percent cited plans to deploy these features over the next 12 months.
The survey, which was conducted from July 6 to July 23, received 446 responses from representatives at various global companies. 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. More than 20 percent of respondents were from retail companies, and 75 percent were from North America.