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BizReport : Mobile Marketing : October 04, 2011

Is there a hold-up in mobile purchasing?

As brands move online many are wondering why there hasn't been a spike in revenue thanks to the traffic mobile sites are getting. Although consumers are visiting mobile sites, browsing for information and some are making purchases the bulk of consumers haven't yet made the jump from mobile browsing to mobile purchasing.

by Kristina Knight

Mocean Mobile's launch of the Publisher Annex, which is partnered with mobile content providers including AirKast, FreeRange Communications, Polar Mobile and Trilibis Mobile, is one example of how brands can capitalize on the mobile web. The Annex was developed to help publishers receiving 10 million page views per month from wireless devices. The Annex will publish whitepapers and other information to help mobile brands better engage with consumers.

"Mobile publishing and application development is one of the biggest opportunities the industry can embrace right now -- the better the mobile sites and apps, the better the audience engagement and opportunity to monetize," said Dave Gwozdz, CEO of Mocean Mobile.

However that traffic, to date, isn't pushing a lot of actual mobile sales.

New data from Compete indicates that, while some mobile consumers are away that using a smartphone to make a purchase is possible less than 20% plan to adopt these mobile payment options over the next quarter. Compete's Mobile FS Intelligence Survey found 68% of mobile consumers have used a smartphone for bill paying, 55% have used for couponing and 45% have used for ticketing. Just under 40% have used mobiles for tap and pay options.

Meanwhile data from the Ponemon Institute indicates that consumers are more comfortable with mobile purchasing than online or social purchasing. Their research finds that about one-third of consumers believe mobiles are more secure than laptops or PCs; more than half of consumers believe so-called social storefronts - those in Facebook, for example - were not committed to their security

Tags: Compete Inc, mobile content, mobile marketing, mobile publishing, mobile trends, Mocean Mobile, Ponemon Institute

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