There has been a significant increase in mobile browsing over the past year and we expect this trend to continue as more consumers become smartphone users.

Retailers optimising mobile commerce sites and apps must take note of the mobile devices searching their sites.  A study by Walker Sands Communications 2011 finds that IOS mobile operating systems account for 47% of mobile traffic, 31% from iPhones and 16% from iPads (up from 10% in Q4 2010).  Smartphones and tablets running Google's Android mobile operating system account for 46% of mobile traffic (up from 27% in Q4 2010).

Although Android are expected to capture more of the global smartphone market during 2012, studies show that iPhone and iPad users convert and spend more via mobile commerce.   In October 2011 IBM found that the conversion rate for consumers using iPads was 6.8% compared to an overall mobile device conversion rate of 3.6%.

So if you are a company with an online presence, but haven't yet developed a solid mobile strategy now is the time to start taking the mobile platform more seriously.