According to IT market research group Gartner, companies will generate half of their web sales via social media and mobile applications by 2015. More customers are using mobile browsers and applications as their main points of interaction for ecommerce, while the number of consumers purchasing through their computers is steadily dropping.
"As more people use smartphones, they will expect an extension of their customer experience to be supported by this kind of device, while demanding that social aspects of the web be intertwined with this experience," said Gene Alvarez, research vice president at Gartner. "At the same time, organizations are looking toward new countries and regions for growth. As a result, it is time to take a fresh look at your organization?s web sales capabilities to ensure that social software, mobile technology and globalization are part of your organization?s online future."
In addition, a consumer survey done by the Ponemon Institute and ThreatMetrix says that 12 percent of consumers intend to use tablets for holiday shopping in 2011, on top of 37 percent using smartphones, according to Retail Info Systems News. The study also noted that 33 percent said they plan on making more holiday purchases online this year.
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