Trends Report

The State Of Retailing Online 2012: Mobile And Tablet Commerce

July 16th, 2012
With contributors:
Patti Freeman Evans , Sabine Poltermann , Douglas Roberge


Forrester partners with annually to survey retailers on their attitudes toward and investments in the online retail channel. This year the research specifically probes mobile and tablet commerce strategies and tactics. This first report focuses on how retailers are using phones and tablets for marketing and which features they are investing in. A second report, to be released later in the year, will focus more heavily on investments in and human resources dedicated to mobile. The findings in this report show that, while retailers have a keen interest in these new devices as shopping channels, they also struggle with how best to take advantage of them and where to focus their resources. As a result, key metrics associated with mobile and table commerce, while growing rapidly, are still modest. While debate continues as to whether tablets should be considered mobile devices, we include them in this report and break out tablet-specific data where possible.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.