Mark Donovan, comScore SVP of mobile, tells Forbes that the latest findings of its Mobile Metrix 2.0 service indicate that mobile marketing is expected to expand significantly in the coming years.
In fact, by 2016, an estimated $8.2 billion could be allocated to this growing industry.
So perhaps “growing” is an understatement, as “4 in every 5 smartphone users – 85.9 million in total – accessed retail content on their device in July” alone, comScore finds.
Amazon came in as the top retailer with an audience of 49.6 million visitors. Wal-Mart, Target and Best Buy were the top three as far as smartphone visitors are concerned.
It would appear, however, that despite its projected growth, marketers are going to have a hard time getting their act together when it comes to mobile marketing but those who do, will have a leg up on their competition.
“But adapting isn’t always easy,” Donovan says, “especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps. The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”