Retailers looking to improve their internet marketing services may like to consider the possibilities afforded by mobile platforms, as new figures have shown this area is experiencing large growth.

According to the British Retail Consortium (BRC), queries from such devices accounted for 11 per cent of all retail searches in the first quarter of 2011, with the total number growing by 29 per cent compared with the same period last year.

Multi-channel retailers saw the biggest increase, up 42 per cent year-on-year, as opposed to a rise of 19 per cent for stores that are online only.

Director-general of the BRC Stephen Robertson said that online retailing is now the fastest growing sector and mobile is "the star performer" within this market.

"Customers are taking to smartphone and tablet shopping very rapidly," he added. "The rise of mobile use to one in ten searches sends a valuable message to any forward-thinking retailer that doesn't yet have an m-commerce platform."

Recent, Matt Lawson said in a piece for Search Engine Land that marketers must separate their desktop and mobile campaigns in order to get the best results, as ads will perform very differently on the devices.

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