For several years the mobile industry has been pushing brands to accept the necessity to present a great presence over the mobile channel. But only now this seems to have become accepted by marketers, as 43% agreed that mobile optimization was this year’s top priority.
For the survey, each respondent was allowed to select three topics of interest. After mobile optimization at 43%, the next highest scoring areas were social media engagement and targeting/personalization, which each received 35% of the vote. This was a huge year-on-year drop for social media, which stormed through the research last year with 54%.
The report said: “To move forward in mobile optimization means coming to grips with the reality that every experience we offer through digital channels – every web page, shopping cart and piece of rich content – must work well on any device in any location.”
The report continued: “The customer understands that concessions need to be made for the smaller screen, touchscreen input and slower speed, but they won’t accept unnecessary hassle or delay. Apps are a part of today’s approach to mobile, but they are not a broad answer to this challenge, as use of the mobile web increases daily.”
The importance of mobile optimization became clear over Christmas, when statistics showed that 24% of UK shoppers and 28% of those in the US did their Christmas shopping on a smartphone or tablet.
The study also found that almost a quarter of UK shoppers had engaged in ‘showrooming’, a term describing the use of a mobile device while in a shop to research prices of products at rival stores. Depending on how marketers utilise this new trend, it could be either a blessing or a curse.