The report, which surveyed over 260 marketing professionals across Europe, found that 32% of UK marketers had launched a branded mobile app in the last year while only 26% had optimised their websites for mobile browsing.
Similarly, only 24% used mobile search as part of their campaigns as of December last year.
This despite the fact that only 14% of consumers had downloaded an app and 34% had accessed the mobile web via their phone.
Report author and Forrester analyst Nate Elliott, says: “Whenever a new platform or channel emerges, marketers seem to forget the fundamentals of good research and chase whatever shiny object [in this case mobile apps] crosses their path – and mobile is no different.
“If you’re taking the plunge into mobile marketing, don’t limit your audience further by focusing on ’hot’ tools that few people actually use.”
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