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Consumer use of smartphones and tablets incorporates a range of different activities and behaviours, including search, email, social and the mobile web.

And a new survey has found that businesses are responding to this by developing their capabilities over a range of mobile channels.

When asked which mobile channels they plan on using during the next 12 months just over half (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).

Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.

The findings come from the Econsultancy/BuyDesire Mobile Marketing and Commerce Report, which looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area. 

This report is based on a survey of more than 500 companies and agencies, carried out in July and August 2013.

What mobile channels and technologies do you plan on using during the next 12 months?

The report also asked respondents what mobile technologies they are already using, which allows us to compare the difference between current usage and intention to use.

Tablet-specific websites seem to be a priority for many client-side businesses, with a huge 29% positive percentage difference. Other areas of focus which are very much on the horizon are location-based marketing and mobile commerce with increases of 22% and 20% respectively.

Opinions on mobile strategy

Finally, the report also asked respondents for their opinion on statements that refer to their overall mobile strategy and intentions for the next 12 months.

The results show that there is appetite among client-side businesses to get more involved with mobile, as two-thirds (67%) say mobile will become a fundamental part of their marketing and commerce strategy during the next 12 months.

However, it is just as clear that organisations are still in the early stages of utilising mobile as just 39% have a mobile strategy in place.

David Moth

Published 22 October, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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