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."
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