Mobile internet traffic represents a missed opportunity to many businesses who are failing to exploit it properly, a new report suggests.
Too many online companies are missing out on customers and users by failing to properly monitor mobile traffic, according to a new report.
Research by Omniture found that 71 per cent of businesses were failing to measure mobile traffic to their sites.
A further 50 per cent of those surveyed said they did not know how many unique users on their pages came from mobile devices.
According to Omniture, this represents a missed business opportunity by many sites, especially with the launch of the iPhone and other mobile data providers with unlimited internet access.
Neil Weston, senior vice president at Omniture, said: “Customer intelligence is vital in driving revenue but companies appear to be turning their backs on opportunities to better market to mobile audiences.”
Mr Weston added that better monitoring of mobile internet users could lead companies to effectively optimise and monetise this area.
Research by the European Mobile Forecast predicted that mobile browsing adoption will grow to 47 per cent by 2013, compared with just 23 per cent in 2007.
A recent survey by Point-Topic found that UK mobile networks have increased their share of internet usage to 47 per cent.