Mobile commerce is set to skyrocket down under.
Research firm Forrester Research has revealed its findings into the Australian online retail market, identifying mobile commerce as a burgeoning force.
The survey, conducted by Online Retailer and Forrester Research, was presented by Forrester Research senior analyst Steven Noble as part of the Online Retailer Conference & E-Commerce Expo in Sydney this week.
The research confirmed that mobile commerce is booming in 2012, with 55 per cent of online retailers now selling through a site that is accessible on mobile.
This figure is up from 39 per cent in 2011 and just 16 per cent in 2010, which according to Noble is a growth being led by increased consumer demand.
Among the Australian online retail professionals already selling via the mobile web, 49 per cent also said that mobile sites were a top investment priority for the year ahead.
In addition, 54 per cent of multichannel retailers and 29 per cent of pureplays said mobile sites are now a top technology investment priority for the next 12 months.
However, despite the growth of mobile and apps, the survey discovered that Australian online retailer professionals are still cautious when it comes to mobile.
Most focused on the purchasing phase with only five per cent utilising the technology to its full potential, such as customer service and marketing.
The Online Retailer Conference & E-Commerce Expo continues today with speakers including My-wardrobe.com global marketing director Rob Moss, and Forrester Research VP and principal analyst Sucharita Mulpuru.
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