Firms missing mobile opportunities, research suggests
Wednesday, 01, Oct 2008 10:38
Following the launch of new phone technology - such as the iPhone and the G1 - a marked increase in the use of mobile internet had been noted, but many firms are not taking advantage of the opportunities presented by this rise.
Such is the opinion of online business software company Omniture, which carried out a survey earlier this year and found 71 per cent of firms are not measuring mobile web traffic to their sites.
In addition, 50 per cent of respondents said they are unaware of how many unique users who land on their sites originate from a mobile device.
Neil Weston, general manager for Europe, the Middle East and Asia and senior vice-president at Omniture, states this is a missed opportunity to optimise and more effectively monetise this traffic.
"This intelligence from mobile traffic can be used to optimise website content for mobile users and fine tune mobile marketing efforts. These activities will help to keep visitors on the site longer, which can help to increase conversion rates," he adds.
Meanwhile, web browser firm Opera recently noted mobile internet use continues to grow in terms of unique users, data transferred and page views.