Growth of the Mobile Web
The growth of mobile web has taken many people by surprise; by some reports of over 100% growth for several years, it is no longer to be ignored. If your organization has operations outside the US, a more dramatic example is likely to be seen.
The adoption of mobile strategies may have been slow to develop due to early technology limitations (i.e. page tagging and lack of browsers/carriers to allow JavaScript). The recent wave of better hardware and increased competition in the mobile OS department has led to improved user experience and improved ability to target customers via mobile web.
There are a number of data capture technologies that are improving on mobile quality user data. Yet, there is still a lack of forcing a user to login. Just as in traditional websites, the most advanced analytics can't be performed without data generated with user login, and it's even more important given the current state of mobile OS's. Some mobile sites are capturing as little as 50% of the session data.
Much of the excitement that surrounds the growth of the mobile web has come from advertisers. They see the mobile web as a channel enabling them to be even more precise in there efforts through geo-targeting and better user profiles around sentiment and interests. This excitement will soon be deflated, however, if captured data is not improved.
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