September 30, 2011, 12:00 AM

Putting money into mobile

Retailers step up investments in mobile.

Matt Love

Driven by the growing popularity of shopping and researching products via mobile devices, retailers and consumer brand manufacturers are significantly increasing their investments in mobile commerce, according to "The State of Retailing Online 2011," a report by Forrester Research Inc. for, the online retail division of the retail industry trade organization National Retail Federation. Retail chains that also sell online expect to spend on average $343,068 on m-commerce this year, more than six times what they had spent in total on mobile as of the time Forrester surveyed 68 companies in March for this report. Web-only retailers expect to spend on average $37,750, and consumer brand manufacturers $135,250, both more than fivefold their mobile spending as of March. Nearly half, or 48%, of respondents reported having mobile-optimized sites, and more than 80% cited driving sales to web sites from smartphones and tablets as a key objective.

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