As more consumers take to smartphones and tablets to shop with their favorite retail brands, retailers agree that keeping mobile at the top of their marketing priority lists is a smart move. According to the 2015 Shop.org/Forrester Research Inc. State of Retailing Online, mobile remains the top priority for retailers in 2015, with 58% of surveyed retailers placing it at the top of their list, up from 53% last year.
The survey found smartphone sales as a percentage of online sales grew from 8% in 2013 to 12% in 2014, an increase of 50 percent; tablets’ share of the pie also grew from 13% of online sales in 2013 to 16% in 2014.
Additionally, many of those who list mobile as the top priority have stated their digital marketing budgets remain modest, knowing consumers are coming to their mobile sites whether they are ready for them or not. Of those retailers surveyed, 32% report spending less than $100,000 on their smartphone development efforts in 2014; 68% report spending less than $1 million on smartphone developments last year. When it comes to tablets, just 4% say they invested between $100,000 and $250,000 last year. That said, eight in 10 surveyed plan to increase their mobile budgets by at least 20% in 2015.