Survey reveals growing interest in mobile websites

Adobe Systems has published the results of the first annual Adobe Scene7 Mobile Commerce survey, which reveals significant interest in developing mobile websites.

The survey details businesses' strategies for leveraging the mobile channel over the coming year.

Respondents across several industries indicated a preference for developing websites as their predominant mobile commerce presence with more than 80 per cent planning or having already deployed a mobile website compared with other types of mobile properties, including downloadable applications.

Only eight per cent of respondents cited a downloadable-application-only mobile commerce strategy.

The survey uncovered four key areas of focus for businesses' mobile strategies: promotions; commerce; product information; and branding.

Seventy-five per cent of respondents named promotions as the core of their mobile strategy, validating the mobile channel as an important method to drive traffic and support multi-channel commerce.

Sheila Dahlgren, senior director of product marketing at Adobe, said: 'Multi-channel shoppers tend to purchase more, therefore companies must effectively engage customers by delivering consistent, rich experiences across all channels - including mobile - to maintain and fuel current double-digit e-commerce industry growth rates.

'The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualisation features to improve their emerging mobile presences and drive cross-channel sales,' she added.

Mobile user experience findings from the survey point to full-screen image zoom and videos as the most important ways to browse or display products on mobile devices.

More than 55 per cent of respondents cited full-screen image zoom and videos as indispensable viewing features for driving conversion.

In addition, 96 per cent of respondents asserted the most effective visual merchandising features were catalogues and brochures, alternative images and zoom and pan.

While only 18 per cent of respondents currently utilise rich visual merchandising features for mobile commerce, up to 81 per cent of respondents cited plans to deploy these features, therefore implying richer mobile experiences will be created and offered over the next 12 months.

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