Thursday, 19, Aug 2010 12:39
Businesses will need to start looking more closely at consumer use of mobile internet devices, according to a new study.
The report, published by eDigital Research and commissioned by the Association for Interactive Media and Entertainment, the Internet Advertising Bureau and IMRG, reveals that 41 per cent of retail businesses expect to have a transactional mobile application within the next 12 months.
It seems that consumers are catching onto the mobile transaction trend faster than businesses, with 4.2 million consumers accessing retailers' sites each month, according to figures from comScore and the GSM Association.
Of the executives interviewed, 94 per cent thought that mobile transactions are a good opportunity for their business.
Sienne Viet, social and mobile commerce development manager at M&S Direct, commented on the research: "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."
Online purchases in June totalled £4.4 billion, according to the IMRG Capgemini e-Retail Sales Index.
Interested in having a DirectNews news feed on your website?