Research commissioned by AIME, IAB and IMRG has found that 41% of UK retail brands expect to have a transactional mobile site or application within the next year.

Not enough retailers have a solid mobile foundation, although 41% plan to have a transactional mobile site or application, according to the results of the research by the Association for Interactive Media (AIME) in association with the Internet Advertising Bureau (IAB) and the Interactive Media in Retail Group (IMRG).

The study also found that while mobile commerce is still in its infancy, the majority of retailers questioned expected mobile commerce to be part of their main strategy within the next year.

The eDigitalResearch study, surveyed 140 marketing professionals from the retail, mobile and advertising sectors in the UK to gauge attitudes, behaviours and perceived challenges to mobile commerce. More than half (59%) of the senior-level representatives expected their mobile revenues to increase over the next 12 months, and 94% saw it as a real opportunity for their business.

The research highlights the need for retailers to move faster to keep with the consumers already seeking out retail websites via their mobile phones. Each month in the UK, 4.2m consumers are visiting retailers’ websites using the mobile internet.

Only four out of the top 20 most frequently visited retail websites are currently optimised for mobile, and only eight have any kind of mobile application for smart phones like the iPhone, Android or Blackberry powered devices. This effectively means that many retailers could be missing out on additional revenues from mobile consumer traffic on their site.

Edward Boddington, Chairman of AIME and CEO of Harvest Media, said “The results of this survey commissioned by these three leading trade associations clearly demonstrates the opportunity for M-Commerce to develop rapidly over the next 24 months from a £500m industry today. Increasingly, consumers are looking for the best deals, especially in a tough economy and mobile represents the most convenient tool for instant redemption in the form of coupons and also loyalty clubs.”

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit