WASHINGTON-A growing number or retailers have launched initiatives to increase their mobile and social outreach to consumers, according to a survey conducted by Forrester Research.
In a report titled “The State of Retailing Online 2011: Marketing, Social and Mobile,” the research firm found that 91 percent of retailers now have a mobile strategy either in place or in development, up from 74 percent when Forrester conducted this survey last year. Also, 72 percent of retailers said they will increase their spending on social networks this year over last year.
One result from the survey is that 21 percent of all mobile traffic to retailers is coming from tablet computers, which Forrester said is “amazing” considering that the iPad debuted slightly more than one year ago. Social networks also ranked fourth as an investment area for retailers, up significantly from last year’s survey.
Sucharita Mulpuru, vice president and principal analyst for Forrester, said that while retailers will invest significant amounts in social and mobile tactics this year, they should have modest expectations for the benefits of social commerce. “With regard to mobile,” Mulpuru said, “retailers should be working to increasingly integrate features and functionality into the physical store experience. While consumers may not be extensively exploring product information yet, basic store information, transparent pricing and easy checkout capabilities are likely to be the most pressing opportunities for most sites in the near term.”