Growth of mobile fueling increased interest in mobile sites. A new survey conducted by Adobe, a leader in software for the design and publishing industry, reveals great interest in emerging mobile channels among many businesses. Survey respondents from a wide variety of industries revealed an overwhelming preference for developing websites as their mobile commerce presence, compared with other types of mobile channels such as downloadable apps. It seems that mobile websites promise the broadest reach in terms of being able to provide information to customers, promoting products and services, and selling and interacting online. The majority of those surveyed revealed that promotions were at the core of their mobile strategy to drive sales through online or offline channels. Creating sites with rich, interactive experiences were highlighted as a means for businesses to possibly drive traffic to their sites. Among those who responded: More than 55 percent cited full-screen image zoom and videos as important factors in driving interest and sales. 96 percent asserted that the most effective merchandising features for mobile sites were catalogs and brochures, and the ability to zoom and pan images. The increased interest is believed to be driven by the widespread adoption of mobile devices. In fact, analysts predict that by 2013, the combined installed base of smartphones and browser-equipped enhanced phones will exceed 1.82 billion units.