Retailers will invest $55 billion annually in mobile projects by the year 2015, according to a Juniper Research report. The number represents rapid growth, as retailer mobile marketing totaled just $18 billion in 2012 and is expected to hit $28 billion in 2013, according to Mobile Commerce Daily.
“Mass smartphone and tablet adoption amongst end users leading to a surge in mobile and nomadic browsing, the development of mobile and couch commerce, the attendant decline in circulation of newspapers and many magazines and leading brands seeking out new ways of engaging with consumers — these are all factors which, in isolation or combination, mean that including mobile as a marketing channel is absolutely critical for brands and retailers,” said Dr. Windsor Holden, Juniper’s principal analyst.
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