Greenwich hedge fund Prentice Capital released a brief this week, saying new comScore data on mobile and online shoppers will put pressure on brands to improve their mobile sites. The comScore report, released in December, says a third of online shoppers use only mobile devices when shopping.
Michael Zimmerman, head of Prentice Capital, has long believed that retailers need well-planned online and mobile shopping. Prentice Capital’s note used L2 data to support its claim that brands are not doing enough on those fronts. Two-thirds of brands in L2’s Digital IQ Index have mobile-optimized sites, yet a third of those are not e-commerce enabled.
Zimmerman says despite decreasing in-store traffic, tablet shoppers are propping up sales. Apple sold 51 million iPhones and 26 million iPads in the fourth quarter of 2013, which Zimmerman said is an opportunity for mobile commerce.