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BizReport : Mobile Marketing : March 14, 2013

Report: UK retailers aren't optimized for mobile

In the US, retailers have jumped onto the mobile bandwagon with gusto, optimizing pages and offering better mobile viewing options. But in the UK retailers have been slower to adopt mobile performance standards, according to new data out from Skava.

by Kristina Knight

Skava's report indicates than only about half of UK retailers are mobile optimized - even though European consumers have shown strong interest in mobile shopping.

"A number of factors encourage and inhibit the adoption of mobile commerce ... consumer trust, the convenience and value proposition of mobile shopping, the ease of payment and the availability of products at the right price," said Martin Gill, Forrester analyst. "European eBusiness executives in many countries have been slow to provide mobile-optimized experiences and these factors -- both supply and demand -- will continue to limit the opportunities (Forrester Research, Inc., EU Mobile Commerce Forecast, 2012 To 2017, July 2012)."

According to Forrester Research the mobile commerce space pushes about 1% of all online sales currently in the UK; not a huge number. However m:commerce is growing at more than 43% annually. By 2017, Forrester expects mobile to be responsible for more than 6.5% of online sales in the UK.

"Our recent findings show that European retailers have been slower to optimize their mobile websites, despite the demands from their customers and the revenue potential of catering to their needs," said Arish Ali, Skava CEO. "Mobile commerce is in its second wave in the US as retailers continually advance and improve on their mobile websites. Retail executives in the UK have started to realise the importance of providing optimized mobile and tablet experiences for their customers, and that is why Skava has entered the UK market at the right time to support retailers in this quest."

To that end, Skava is opening a London office, set up to help UK retailers create a strong mobile presence. Through the SkavaONE platform retailers can easily create apps and websites optimized for mobile or tablet screens as well as digital catalogs and in-store kiosk options.

Tags: m:commerce trends, mobile marketing, mobile retail, Skava, SkavaONE

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