Mobile data ignored by majority of UK businesses, says Experian

Mobile phones: Experian survey claims most UK businesses snub mobile data
Mobile phones: Experian survey claims most UK businesses snub mobile data

Only 8% of UK businesses include mobile data in their wider customer data strategies, while 40% fail to collect any mobile data at all, according to a survey from Experian.

Responses from the 300 UK organisations surveyed in the 'Global data quality research report 2012’, found that the companies are reacting slowly to the emergence of smartphones and the opportunity to use the mobile channel as a competitive differentiator.

Despite the rapid growth of smartphone penetration, the survey reveals that 40% of UK companies currently fail to collect any mobile data at all.

Joel Curry, managing director at Experian QAS, said: "With industry figures predicting that the market will grow by an average of 42% each year and be worth £2.5bn by 2016 in the UK alone, these organisations are going to be ill-prepared to benefit from the m-commerce boom.

"These organisations risk being left behind if they don't wise up to the advantages of adopting a mobile data strategy now."

However, some 11% of organisations believe mobile phone contact will be a priority, with 14% of companies in the retail sector holding this belief, compared with just 6% of organisations in the charity and not-for-profit.

Out of the 900 organisations surveyed globally, only 51% of organisations that view mobile phone data as the most important marketing and customer communications channel in 2012, actually collect any mobile phone data.

Curry said: "Today, organisations will go to great lengths to validate an email or postal address using the latest technologies, yet many of these same companies will completely ignore a mobile number, despite the fact that solutions exist for authentication.

"With more and more potential customers consuming information and shopping through their smartphones, this could prove to be a very costly mistake for businesses facing some of the toughest competition yet in today's economic environment."

Follow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers