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Though the vast majority of companies see the importance of mobile trends, measurement is an issue, with just 24% measuring the value of mobile traffic. 

This finding comes from our Quarterly Digital Intelligence Briefing, sponsored by Adobe, which looks at key trends affecting digital marketers. 

900 businesses were surveyed for the report, and one key trend that emerged was measuring the value of the mobile channel. 

Adoption and proliferation of mobile devices has been growing rapidly, and the majority (79%) of companies surveyed said that this was a significant trend for their organisations, including 38% who view this as “highly significant”.

However, many firms are still behind the pace when it comes to mobile. If we take the UK retail sector as an example, we see that adoption of mobile commerce, though growing, has a long way to go. Just 26 of the UK's top 100 retailers have a transactional mobile site. 

Interactions by customers via mobile can potentially reveal a vast wealth of data around location, device type, consumer habits, and the purchase process. All of this data could be extremely valuable as companies continue to develop their mobile strategies. 

One thing holding measurement back is that many companies are waiting for mobile traffic to reach a certain threshold. 

In addition, there are challenges around the lack of standardisation, the number of different mobile platforms, and technical barriers such as phones that do not run JavaScript or accept cookies. 

It's clear from the stats that measurement has failed to keep pace with the growth of mobile usage.

For example, the fact that 48% are not even measuring the volume of traffic from mobile devices is surprising, as this means that they do not even know whether they need a mobile site, and also which devices they should be targeting - just 39% measure the types of platforms and phones used by visitors. 

Does your organisation measure any of the following relating to mobile? 

This means that there is a wealth of potentially very valuable data which is simply not being measured, such as differences in behaviour between mobile and other visitors, which only 20% are measuring. 

Graham Charlton

Published 21 July, 2011 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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