Online retailers will have to speed up their mobile marketing initiatives to satisfy consumers' increasing appetite for mobile applications.
Some 74 per cent of online retailers have either already developed or are developing a mobile strategy, according to a study published by Forrester Research and Shop.org, the National Retail Federation's digital division.
Sucharita Mulpuru, vice president at Forrester and lead author of the report, said that although investment in mobile is still modest, it will pick up sharply in the near future, especially among bigger brands that have already invested significant amounts in their mobile operations.
The survey of 109 companies also shows that one in five online retailers has a fully implemented mobile strategy already in place.
Scott Silverman, executive director at Shop.org, added: "Online retailers must stay on top of what their customers want, and these days it's mobile. Mobile commerce has tremendous potential and will no doubt grow to become a significant part of overall sales volume in years to come."
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