Forbes Insights has just published a study on how large U.S. retailers are approaching the mobile channel and looking to serve the mobile consumer.

The study-"Retail's Mobility Imperative: A Measured Approach to the Emerging Channel"- is based on an exclusive survey of more than 300 executives at leading U.S. retailers. It found that nearly three out of four (73%) retailers now have some type of mobile initiative in place, and almost half (47%) said their approach to the mobile channel was being driven by a desire to capture "first-mover advantage" and help them increase their engagement with mobile customers. The study also looks at how retailers are crafting their emerging mobile strategies, and where mobile's share of the marketing budget is heading.

You can download a copy of the study at: http://www.forbes.com/forbesinsights/retailmobility/index.html