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Many Marketing, IT Execs Don't Have a Mobile-First Strategy

Security and performance issues may be holding some back

December 11, 2015

Marketers understand the appeal of having a mobile-first strategy, not only because of the proliferation of smartphones, but also due to the growing time spent on these devices. And even though nearly half of marketers and IT executives have adopted a mobile-first environment, many still have not.

US Marketing vs. IT Executives Whose Company Is Building a Mobile-First Environment, Q3 2015 (% of respondents)

According to November 2015 data from the Leapfrog Marketing Institute, 51% of marketing executives and 45% of IT executives in the US said their company is not building a mobile-first environment. Additionally, 6% of marketing and IT executives said they don’t know if their company is taking a mobile-first approach.

Security and other technical challenges, as well as time, money and education, may be reasons why some marketers have not taken a mobile-first approach.

Main Challenges Faced When Developing/Managing Mobile Apps According to Executives Worldwide, Jan 2015 (% of respondents)

January 2015 research by Accenture found that almost half of executives worldwide said that security issues was one of the main challenges they faced when developing or managing mobile apps, for example. Performance issues were a challenge for more than one-third of respondents and 33% said that operational issues—difficulty building and updating apps efficiently—were a hurdle.

Other challenges like API management, lack of usage data, developer ecosystems and the inability to keep pace with operating system updates were lower on the list, but still obstacles executives worldwide faced.


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