Some 80% of businesses across a wide range of vertical industries are planning to or already have developed mobile websites as their predominant vehicle for conducting mobile commerce in the next year, according to a new survey by Adobe Systems. A downloadable, application-only mobile commerce strategy was the preference of only 8% of respondents in the Adobe Scene7 Mobile Commerce Survey, released Thursday.
Businesses' mobile strategies were highlighted in four main areas: promotions, commerce, product information, and branding. The latter was deemed the core mobile strategy for 75% of respondents, reinforcing the importance of the mobile channel to drive traffic and support different types of commerce, 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," said Sheila Dahlgren, senior director of product marketing at Adobe, in a statement. "The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales."
Full-screen image zoom and videos are the most effective way for mobile users to browse or display products on their devices, Adobe said, citing 55% of respondents who called both "indispensable viewing features." In addition, the most effective visual merchandising features were catalogs and brochures, alternative images, and zoom and pan, according to 96% of respondents.
The survey also revealed that presently, rich visual merchandising features are used by 18% of respondents for mobile commerce, however, up to 81% said they plan to deploy these features, "thus implying richer mobile experiences will be created and offered over the next 12 months," the company said.
Source: Various websites