Everywhere you look nowadays, someone is looking down at a smartphone, tapping avidly at their touchscreen, browsing products, connecting with friends and sharing the things that catch their eye. With the astronomical rise in mobile adoption, many businesses have taken the initiative and adapted their online offerings to include mobile-friendly content, and some have even started mobile-specific marketing schemes that help to target a whole new audience.

Unfortunately, some businesses are still lagging behind when it comes to mobile adoption, but with mobile web adoption now growing x8 faster than web adoption did when it first came to prominence in the 1990s and early 2000s, there are no more excuses for businesses. They are falling way behind their competitors, and if they keep putting off mobile adoption, by the time they pull themselves into the race, they will find that their direct rivals have already cornered the mobile market and are closing in on the finish line.

If there are businesses out there still sitting on the fence about whether they should embrace mobile marketing, here are some statistics that can’t be argued with. 40% of shoppers consult three of more channels (often while they are shopping) before they make a purchase. This means that if a consumer is browsing your store, there’s a 4 in 10 chance they’re also browsing your mobile app or optimised site in order to research products and make a purchase decision. Without a native app or a site which is easy to navigate on a mobile device, consumers are more likely to go somewhere where they can be sure that they are getting the best product at the lowest price.

4 out of 5 people use their smartphones to actually make purchases. Mobile users are shoppers, and businesses are starting to incentivise consumers to make mobile purchases with coupons or offers that are mobile-specific. This is a huge potential audience for businesses to be shunning in favour of a more traditional approach.

78% of retailers plan to invest in mobile this year. If this isn’t incentive enough to get optimising, we’re not sure what is – more than three-quarters of the competition will be improving, modernising and driving retailer trends on mobile this year, and it’s crucial that businesses jump on the bandwagon, or risk being left behind by the vast majority.