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BizReport : Mobile Marketing : November 17, 2010


Mobile websites significantly increase consumer engagement

Need some more ammo for your mobile Internet strategy proposal? Try this for size. New research from Brand Anywhere and Luth Research has found that retailers could considerably increase consumer engagement by having a mobile-specific website.

by Helen Leggatt

Connected shoppers expect retailers to have a mobile-specific channel but many retailers aren't providing this service. While over half (51%) of consumers are more likely to purchase from retailers that have mobile-specific websites, just 4.8% of U.S. retailers have one.

And, according to the survey of 1,000 Americans, online retailers who implement a mobile-specific website could increase consumer engagement by as much as 85%.

"Our research indicates that consumers stand ready to reward retailers who provide a good mobile web experience," said Dan Flanegan, Managing Partner at Brand Anywhere.

The key word here is "good" - a retailer's mobile website must be every bit as engaging and functional as its Internet counterpart. Research has shown that slow loading or hard-to-use mobile sites are likely to negatively impact on a consumer's overall view of a retailer.






Tags: mobile marketing, mobile website, retail








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