E-Tailers lag behind in the mobile race

Mobile versions of websites have not been a key component in many advertising strategies, but many big name brands have converted. About 8% of the top United States brands offer mobile-enabled versions of their websites. However, only about 2% of online retailers do the same.

by Kristina Knight

That means e-tailers could be missing out on a large audience sector. According to a recent survey from the Online Publisher's Association, more mobile users are making purchases via phone. One in every ten users, in fact, have purchased products from their handsets in the United States and Europe. Asian users are ahead of this trend with 60% presenting mobile coupons at point-of-sale locations.

Still, experts say it is important for e-tailers to provide an avenue so that customers can reach stores via mobile devices.

"For retailers it's important to understand the value of having a mobile web presence," Ron Knowlton, RarePlay founder and CTO (via MarketingVOX). "Although we are not quite to the stage where users are making everyday purchases over their mobile devices, they are using them to identify and locate areas and products of interest."

Some m-tailers (mobile retailers) are working to instill a sense of confidence in the mobile marketplace, however, more needs to be done if consumers are to feel completely safe making transactions over their phones. Operating mobile webpages are one way of instilling the confidence that consumers need to convert via their handsets.