Despite the increasing importance of mobile devices for both traffic and sales, fewer than half of businesses (41%) are able to accurately measure the behavioral differences between mobile and desktop visitors.
A further 41% report that they have limited insight into how mobile users browse their sites, while almost a fifth (18%) say they cannot measure the difference at all.
The findings come from the new Econsultancy/Kontagent Mobile Sophistication and Strategy Report, which takes a hard look at how organizations and agencies are responding to the ever-expanding reach and importance of mobile.
The study is based on a January 2013 survey of 1,301 respondents from both client-side and agency backgrounds. To provide context for mainstream marketers, the sample was divided into two main parts.