The State Of Retailing Online 2012: Mobile And Tablet Commerce

Forrester partners with Shop.org 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.