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-) Mobile Marketing and Commerce Report finds that only 11% of retailers see showrooming as a threat to their revenue.

-) Companies in Asia most likely to have a strategy for mobile.

22 October 2013

The majority of companies will be increasing their budget for mobile marketing over the coming year, according to research published today by Econsultancy and BuyDesire.

Seven out of every 10 companies have stated that they will spend more on mobile marketing in the next 12 months, as they seek to keep up with the mobile revolution.

The research revealed that only a minority of companies currently use mobile channels or technologies, but many intend to incorporate more of these into their marketing activities.

The Mobile Marketing and Commerce Report, published by Econsultancy in association with BuyDesire, is based on a July–August survey of more than 500 in-house and agency marketers.

The research shows that nearly a third of responding companies (29%) will use tablet-specific sites for the first time in the next year, with significant increases in the proportion of companies using location-based marketing and mobile commerce (22% and 20% respectively).

Bola Awoniyi, Research Analyst at Econsultancy, said: “The research makes it clear we are at a tipping point with regards to mobile marketing and m-commerce. More companies that have been treading water with mobile technology will be taking the plunge in the near future.”

Part of the research looks specifically at the retail sector. Despite two-thirds (67%) of retailers acknowledging that the number of customers using smartphones in-store is increasing, most seem oblivious to the threat of showrooming. According to the research, just 11% see mobile-based showrooming as a threat to revenue.

Awoniyi added: “The use of mobile devices in-store doesn’t have to be a threat to retailers. However, those that make mobile part of their in-store customer experience stand the best chance of stopping customers from searching elsewhere on their mobile devices.”

Denique Ogilvie, Co-Founder of BuyDesire – a company working at the intersection of traditional and online retail – thinks there are significant opportunities now for mobile marketing: “Retail is about choice, which makes it about information. Combining mobile with commerce and, of course, social networking opens incredible new pathways.”

In other findings, interesting regional differences regarding mobile technology and marketing were revealed. Asian companies are significantly more likely to have a mobile strategy than their European and Australian counterparts.

The research shows that respondents in Asia are most likely to agree that they ‘have a mobile strategy’, with 52% of survey participants in this region agreeing that this is the case, compared to 41% in Australia, 40% in the UK and 21% in mainland Europe.

The full Econsultancy / BuyDesire Mobile Marketing and Commerce Report 2013 is available to download at:


Contact Econsultancy Research Analyst Bola Awoniyi for more information.

Email: bola.awoniyi AT Econsultancy.com
Tel: +44 (0) 203 142 8172
Twitter: @MrAwoniyi

About Econsultancy
Econsultancy helps clients achieve digital marketing and ecommerce excellence through access to intelligence and capabilities development resources. These include premium subscriptions, research, training and elearning, consulting and events.

Founded in 1999 and with over 200,000 registered users worldwide, Econsultancy is a leading authority in its field. Every day, it enables clients to make better decisions, find the best suppliers, look smart in meetings and accelerate the growth of their organisations through digital.

Web: http://econsultancy.com
Twitter: http://twitter.com/econsultancy

About BuyDesire
BuyDesire is a new and innovative organisation at the intersection of traditional retail and mobile online shopping. Created by Denique Ogilvie and Aaron Dormer, two Sydney-based mobile tech specialists, BuyDesire consolidates product information, shopper preferences, mobile marketing, big data and social media interactions into a single, comprehensive, intelligent platform.

By helping customers and store owners connect beyond the shop front, BuyDesire helps add real value to the retail experience by maximising revenue opportunities.

BuyDesire started prototyping in December 2012 and plan a full propriety platform launch at the end of 2013.

To learn more about the retail industry’s most intelligent data-driven mobile marketplace, call +61 2 8090 0525, email enquiries@buydesire.com or visit us at www.buydesire.com

Published on: 9:00AM on 22nd October 2013