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Consumers Prefer To Buy From Retailers With Mobile Sites

November 23, 2010: 01:32 AM EST

An October 2010 study by Brand Anywhere and Luth Research show that 51% of consumers prefer to buy from retailers that have a mobile Web site. The study also reveals that fewer than 5% of retailers operate a mobile site, suggesting a need to address this m-commerce disparity as a record number of consumers intend to use their mobile phones to shop this holiday season. A separate study conducted in February 2010 by Multichannel Merchant discovered that almost 80% of multichannel retailers were not using m-commerce; while eROI’s April study revealed that fewer than 25% of marketers owned a mobile Web site. Consumers found many mobile sites were not up to their expectations. Brand Anywhere’s research also showed that retailers’ mobile sites display Flash animations although these are not supported by all iPhone and almost half of Android smartphones.

"Consumers to Retailers: Improve Your Mobile Sites", eMarketer, November 23, 2010, © eMarketer Inc
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