5 Mobile Retail Trends You Need to be Aware Of

2. A retailer's technology choices impact its mobile reach. More than half of consumers in developed countries own a smartphone, making apps an obvious way for retailers to reach them. That said, it takes a significant investment to develop and support an app for each mobile operating system (OS). That's why 86 percent of retail executives surveyed said they're investing in HTML5-based services, which provide an app-like user experience on any smartphone without the need to create unique versions for each OS.