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06:28 15th December 2010
Mobile sites are better than apps at broadening retailers' customer base [BASES], according to Graham Charlton, senior reporter at ecommerce and marketing community Econsultancy.
"Sometimes with apps you are appealing to the existing customer base, because these are people that shop with you or already know you and who have made the effort to download your app, whereas people might happen upon a mobile site when they're just on a browser," Mr Charlton said.
The expert went on to say that retailers like Marks & Spencer may benefit from having a mobile site because [THEN?] potential customers looking for something you sell may just find the business through Google on their mobile devices.
"It gives you a chance of attracting more customers," he said.
According to research from Hostway, 18 per cent of consumers plan to purchase gifts on a smartphone, an indication that mobile commerce is expected to contribute to a significant increase in online shopping this holiday season.
Posted by Hannah James
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