A new survey by AIME and the IAB shows that 4.2 million people in the UK visit retail sites every month from their mobile phone. The figure is surprisingly high when you consider that Marks and Spencer are the only high street retailer to have a complete mobile site with transactions. We already know that Amazon do well from their mobile site and app (they do $1 billion annually through mobile), and similarly Ocado’s iphone app generates 5% of their online income. However, it looks like some retailers are beginning to catch on. The study found that over 41% of retailers intend to offer a fully transactional mobile site this year.

As I often say to brands, ‘don’t wait for your customers to get on to mobile, because they are already there’.