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The mobile revolution appears to have caught companies off guard. New research has found that more than two-thirds of companies do not have a defined way to determine the effectiveness of mobile experiences.
Furthermore, just 1 in 3 companies are able to track and report on the performance of apps. The problem for companies is that they appear to be reacting to the problem and not getting in front of it. Sixty-five percent of companies say they will increase spending on mobile in 2013 but doing so without knowing how to use data collected from smartphone apps.
"Many companies fall into the trap that they believe they need a consistent mobile presence, but fall short of taking the proper steps to ensure the experience is effective," said Jeff Tseng , CEO and co-founder of Kontagent, which conducted the research. "Mobile adoption is outpacing any historical adoption trend. Businesses that will succeed on this next wave need to understand how to not only build outstanding experiences on mobile platforms, but also leverage user data rigorously in order to best measure and improve their mobile offerings."
However, the researchers found that some companies are better prepared for mobile than others. Companies with a mobile-first business model were three times as likely as companies that established mobile strategies later to have a long-term strategy about mobile. Mobile-first businesses were also more likely to have the ability and a plan to collect and use data.
Part of the reason for the split comes from uncertainty about the future of mobile. Sixty-nine percent of mobile-first brands say businesses should focus on app development instead of mobile websites. However, just 32 percent of mainstream brands see mobile apps as a part of the future of mobile.
The research was based on 1,300 responses.