Adobe mobile commerce survey shows marketers plan to use combination of mobile sites and apps

Adobe just published the results of their latest Mobile Commerce Survey which include a few interesting nuggets for all marketers who are thinking about going mobile in some form or another.

Key findings of the survey include

  • Mobile websites are the predominant presence of businesses in the mobile channel not downloadable application. More than 80% of respondents were planning or have already deployed a mobile commerce website versus 8% with a downloadable application-only strategy.
  • Marketers identified four key areas of execution for their mobile strategy: 1) promotions, 2) commerce, 3) product information display, and 4) branding. Promotions emerged as the top strategic element, followed by online commerce.
  • Rich, full-screen image zoom and videos are the most effective ways to browse or display products, according to a majority of the respondents. Grid viewing of thumbnails is deemed most effective for browsing multiple product images.
  • Overall, visual merchandising features are deployed by less than one-third of the respondents. However, as many as 81% of the respondents indicated they are planning to deploy those features, suggesting richer mobile experiences will be created over the coming months. 

The below chart qualifies the above somewhat as it shows that many marketers (50%) actually embraced a combined mobile website and downloadable mobile application strategy. Very few (8%) had a strategy based solely on mobile downloadable applications (i.e. without a mobile website). Only 3% had an iPhone application-only strategy, while 1% had a combined iPhone/iPad-only strategy.


If you were wondering how your mobile websites or applications are stacking up you might be interested in the below chart which shows the percentage of online traffic used by each mobile website/application. Of all mobile traffic, mobile websites drew the most traffic; mobile applications’ traffic across the various platforms collectively lagged the mobile website traffic, ranging as low as 1% to as high as 8% of the total traffic.