Retailers shift their ad spending from TV, radio and print ads to digital ads.
80% are deploying mobile sites or already have them, with commerce a major driving force.
80% of businesses across various industries, including retail, computer hardware and software, and media, have or are preparing a mobile web site, according to the new Adobe Scene7 Mobile Commerce Survey.
Promotions and commerce are driving these businesses’ mobile strategies: 75% of the survey respondents cite promotions as being at the core of their mobile drive, while 62% say commerce.
18% use rich visual merchandising features on their mobile sites or apps, says the survey from Adobe Scene7, a rich media technology provider and a unit of Adobe Systems Inc. These features include alternative images, color swatches/colorizing, zoom/pan and videos.
“Multichannel 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,” says Sheila Dahlgren, senior director of product marketing at Adobe.
The survey was conducted from July 6 to July 23. Approximately 75% of the 446 respondents were from North America.