Sheila Dahlgren, Adobe: Scene7 Mobile Commerce Survey Indicates 80% of Businesses Prefer Mobile Websites Over Apps

August 12, 2010

Respondents across several industries indicated an overwhelming preference for developing websites as their 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. Merely eight percent of respondents cited a downloadable application-only mobile commerce strategy.

The survey uncovered four key areas of focus for 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.

“Multi-channel shoppers tend to purchase more; therefore, companies must effectively engage customers by delivering consistent, rich experiences across all channels – including mobile – to maintain and fuel current double-digit e-commerce industry growth rates,” said Sheila Dahlgren, senior director of product marketing at Adobe. “The survey results demonstrate the opportunities that exist for companies to fully leverage rich visualization features to improve their emerging mobile presences and drive cross-channel sales.”

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: