Adobe in the Adobe Scene7 Mobile Commerce
Survey shows how businesses expect to deal with mobile commerce in the future.
A huge majority preferred developing websites fora predominant mobile commerce presence with more than 80 percent
planning or having already deployed a mobile website compared with
other types of mobile properties, including downloadable applications.
Only eight percent of respondents cited a downloadable
application-only mobile commerce strategy.
The survey shows
businesses' mobile strategies: promotions, commerce, product information
and branding. Seventy-five percent of respondents named promotions as
the core of their mobile strategy, validating the mobile channel as an
important method to drive traffic and support multi-channel commerce.
Mobile user experience findings from the survey point to
full-screen image zoom and videos as the most important way to browse or
display products on mobile devices, specifically:
- More than 55 percent of
respondents cited full-screen image zoom and videos as indispensable
viewing features for driving conversion - In addition, 96 percent of respondents asserted the most
effective visual merchandising features were catalogs & brochures,
alternative images, and zoom & pan - While only 18 percent of respondents currently utilize
rich visual merchandising features for mobile commerce, up to 81 percent
of respondents cited plans to deploy these features, thus implying
richer mobile experiences will be created and offered over the next 12
months.
About the Survey
The Adobe Scene7 Rich Mobile Commerce Survey was conducted
from July 6 to July 23, 2010, to identify businesses' strategic and
tactical plans for mobile commerce over the next year. The survey
received 446 responses from representatives at leading enterprises
worldwide. The top six industries for respondents, representing more
than 50 percent of the total, included retail, agencies
(advertising/interactive), computer hardware-services-software and
media. Retail was the highest segment to respond with more than 20
percent. Approximately 75 percent of respondents were from North
America. A complete detailed summary of the report is