Mobile in 2014: eBay, Net-A-Porter and more give us their predictions

2013 was another fascinating year in mobile as many brands finally reached the point where smartphones and tablets now account for a majority of their site traffic.

This meant that businesses could no longer ignore the need to cater for mobile users, leading to a noticeable trend towards using responsive design as well as the launch of a number of excellent commerce apps.

The use of mobile technology in-store also became more prominent alongside a stronger focus on mobile search, location-based marketing and other related services such as click-and-collect.

So to round up some of the biggest developments in mobile from 2013 and look forward to what we can expect to see in the next 12 months, I spoke to mobile experts from eBay, Net-A-Porter, Schuh and Somo…

Augmented reality: the Ikea catalogue and beyond

With the advent of Ikea introducing an augmented reality (AR) app to enhance its 2014 catalogue, we are starting to see a gradual shift in how retailers can use the power of digital to improve the customer experience. 

It seems as if augmented reality is no longer just for enhancing advertising campaigns, there are now many more practical applications of the technology. 

Here we’ll look at the Ikea AR app, and then a general round-up of other companies making great strides in the realm of augmented reality.

Only 10% of top 100 online brands have tablet-optimised website

Only 10% of the brands in IMRG/Hitwise’s list of top 100 online retailers has built a website specifically for tablet browsing, according to analysis by mobile marketing agency Somo.

The research also shows that while just over a quarter (26%) have an iPad app, less than 20% have created Android tablet apps.