Washington, D.C. Consumers’ increasing appetite for mobile applications is driving online retailers to speed up their mobile marketing initiatives. According to a Forrester Research study produced in partnership with Shop.org, the National Retail Federation’s digital division, nearly three-quarters (74%) of online retailers either already have or are developing a mobile strategy. One-in-five boasts having a fully implemented mobile strategy in place already.
The survey of 109 companies is part of “The State of Retailing Online” research series, which provides eBusiness professionals with an annual industry benchmark for marketing and business investment and activities.
“Mobile investment is modest now, but we see that it will pick up in the future, especially among the biggest brands that have already invested significant amounts in their mobile operations,” said Sucharita Mulpuru, VP principal analyst, Forrester Research, and lead author of the report.
Earlier this year, Forrester forecast U.S. online retail sales to total $173 billion in 2010.
According to “The State of Retailing Online: Marketing, Social Commerce and Mobile Report,” web retailers with mobile strategies: