L2: Mobile Internet applications of major brands

L2 surveyed the biggest brands about their mobile internet adoption. Here are the key findings from its newly released 2012 Prestige 100® Mobile IQ report:

• Mobile e-commerce adoption is still relatively low among big brands. Only 2/3 of big brands have mobile-optimized sites, and 1/3 of these sites do not yet support e-commerce functionality.
  
• However, mobile e-commerce is a huge market. The following figure shows Forrester's forecast data.
  

• Less than 20% of brands create unique content for iPad or other tablets, and brands are missing out on the wealthy groups using these devices.
• Retail brands performed slightly better than other large brands. Among the 14 brands that performed well, retailers were generally

• 16% of brands have yet to launch a mobile-optimized site or mobile website, which significantly limits their ability to serve mobile customers.
• The proportion of mobile searches and PC searches for these brands exceeds expectations, and mobile search traffic cannot be ignored.