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Fewer than one-third of retailers have optimized sites for tablet commerce, according to a report, "Mobile & Tablet e-Commerce: Is anyone really ready?" by Zmags, a provider of rich media mobile and social merchandising.
Zmags commissioned HawkPartners, a marketing consulting and research firm, to assess the mobile and tablet offerings of the Top 100 Internet retailers, who were evaluated on the shopping and purchasing experiences they provided across tablets (iPad), smartphones (iPhone and Android) and Facebook, according to a company press release.
The study found that most are relying on their standard websites to provide an adequate enough tablet shopping experience.
"What we discovered, unexpectedly, was that very few retailers—even among this elite group of marketers—are tapping into the full shopping potential of mobile and tablet devices. In fact, not even close to it," W. Sean Ford, COO and CMO of Zmags, said in the release. "Only one quarter of retailers are ready to take a consumer through checkout over tablets, but 49 percent of today's tablet owners said they plan to shop even more next year using their device.
"This reflects a serious disconnect between how consumers want to shop and the inconsistent experiences they are being offered. It's a crucial issue that retailers need to address before their competitors do."
Other key findings include:
All results are based on the research conducted over a four week period in November and December 2011.
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