September 8, 2010, 3:06 PM

Rich media is on the way in mobile commerce, survey says

Only 18% of m-commerce sites offer rich media, but 81% have it in their plans.

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Rich media is on the radar screens of retailers and other companies going mobile. 55% of respondents to a new survey cited full-screen image zoom and videos as indispensable mobile viewing features for driving conversion, and 96% of respondents asserted the most effective visual merchandising features were catalogs and brochures, alternative images, and zoom and pan.

According to Adobe Systems Inc.’s first annual Adobe Scene7 Mobile Commerce Survey, only 18% of respondents said they use rich visual merchandising features for mobile commerce, however, 81% cited plans to deploy these features, thus implying richer mobile experiences will be created and offered during the next 12 months.

“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, Adobe senior director of product marketing. “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.”

More than 80% of the respondents said they are planning, or already have, a mobile commerce site; 8% said their m-commerce strategy is focused on downloadable apps.

The Adobe Scene7 Mobile Commerce Survey was conducted in July and received 446 responses from executives at retail, ad agency, media and computer companies.


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