Brands should follow the lead of Mondelez International in investing heavily in mobile this year, lest they miss an opportunity for growth during a period when consumers switch from PCs to tablets, according to a Forrester report. "Conversion rates are already higher on tablets than smartphones and will continue to gain wider adoption. Brands and retailers should not lump the devices together as 'mobile' but treat them as separate platforms," writes Mark Walsh, citing Forrester's projections.

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