Survey reflects retail brands' sudden interest in the space.
A survey by AIME, IAB and IMRG found 41 per cent of UK retail brands expects to have a transactional mobile site or app in place within the next
year.
Other key findings were that 59 per cent of senior-level representatives expect their mobile revenues to increase over the next 12 months, and 94 per cent see mobile as a real
opportunity for their business.
The news comes in the context of a flourishing mobile web space, with 4.2 million consumers visiting retailers' websites using the mobile internet (GSMA and comScore, 2010).
However, just four of the top 20 most frequently visited retailer websites are presently optimised for mobile, and only eight of the top 20 have any kind of mobile application for smartphones like the iPhone, Blackberry or Android powered devices. T
Ccurrently around 63 per cent either make less than one per cent of their total revenues via mobile, or don't measure their mobile revenues at all.
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Alex Kozloff, mobile manager for the Internet Advertising Bureau said: "For brands, extending their presence onto mobile has been a daunting prospect, simply due to the new jargon, technologies and tricks of the trade that need to be understood in order to make the most of the medium.
"But with UK consumers already seeking out brands on their mobile phones, in particular retailers, it really is essential that marketers ensure the mobile experience they offer is just as useful, usable and engaging as their other properties, both on and offline."
