20 May 2014 - Only 36% of companies say they have a defined mobile strategy that looks forward at least a year ahead, roughly the same number that have budget allocated for mobile experimentation, according to research published today.

The Finding the Path to Mobile Maturity report, produced by Econsultancy in partnership with Adobe, has also found that three in five client-side respondents say their organisations are not ‘mobile-first’.

The global research, based on a survey of 600 client-side and agency ecommerce professionals and marketers, delves more deeply into the types of approaches to mobile optimisation and the use of apps.

Nearly half of company respondents (47%) believe that ‘the quality of the mobile experience is more important than that on the desktop because there is no room for error or waste’. This compares to only 23% who disagree.

The research also found that:

-) For businesses with transactional websites, an average 16% of their revenue now comes from mobile, while 20% of sales are influenced by engagement on mobile devices.

-) Over a third of organisations have deployed apps in an effort to respond to their rapid adoption by consumers.

-) Lack of resources prevents over half of companies from effectively optimising their mobile web presence.

-) Only around a quarter of organisations (27%) agree that they can measure success and ROI of mobile apps as well as they can for their website.

Commenting on the findings of the latest Quarterly Digital Intelligence Briefing, Econsultancy Research Director Linus Gregoriadis said: "Companies cannot afford to be left on the sideline when it comes to mobile strategy and investment. For a few years those who grasped the initiative with mobile enjoyed a competitive advantage, but we have now reached an era where an effective mobile strategy is a hygiene factor for a successful business."

Mark Phibbs, Vice President, EMEA Marketing, Adobe, said: "For many companies, their first foray into mobile was creating a stripped down, non-responsive version of the company website for mobile phones with poor web browsers, and proclaiming they had an enterprise mobile strategy.

"Mobile isn’t a single channel or silo that can be treated in isolation. Rather, consumer behaviour on smartphones and tablets needs to be borne in mind when we are considering a whole raft of tactics – from website optimisation and app development, to email marketing and paid search implementation."

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The full report is available on the Econsultancy website here:

The briefing is available to Econsultancy subscribers, or on a pay-per-view basis.

For more information about this report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT econsultancy.com
+44 (0) 207 269 1450

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Published on: 10:00AM on 20th May 2014