Multichannel Retailers Still Ignoring Mobile
I know, we’re all ready and geared up for the year that will finally be the year of the mobile. (This time, it’s for real! Maybe.) But apparently more and more consumers on the mobile Internet isn’t quite persuasive enough for retailers already pursuing multiple channels, according to research from Multichannel Merchant. eMarketer reports that in February 2010, while they were happy to explore options in SEO, social media, and conversion, four out of five multichannel retailers weren’t using any form of mobile commerce or advertising.
Mobile advertising is the most popular choice among the few that do use “m-commerce,” with an m-commerce site and an iPhone app as the next most popular. (Overlap indicates that at least 7% of retailers surveyed were doing two or more of the above activities.)
However, that may not be quite as devastating as it sounds, considering another survey by ATG. According to this survey, 87% of US Internet users never purchase products on a mobile device, and 79% never use a mobile device for product research. However, 19% of US Internet users do use a mobile device for product research at least monthly (though only 6% use it for purchases that frequently).
Still, now is a good time to begin at least thinking about mobile commerce applications for sites. Because seriously, this year is really, finally the one. This time.
What do you think? Are marketers who haven’t gone into m-commerce behind the curve? Or are they wise to wait?