Mobile remains a largely untapped opportunity for marketers.

I read it in a press release which announced the release of a report entitled Mobile Share Report, the first industry report to investigate the current state of mobile content engagement. BrightEdge tracked the business impact of mobile usage across 6,000 brands and analyzed more than 5 billion web pages to quantify how mobile performs against the traditional desktop in driving conversions.

Here’s some key findings:

Mobile traffic grew ten times faster than desktop. From H1 2012 to H1 2013, mobile traffic grew 125% while desktop grew a mere 12%.

Mobile conversions lag behind tablet and desktop. It’s an even playing field for tablet and desktop, as both have nearly the same conversion rate. Mobile converts at a significantly lower rate: 0.3x desktop and tablet.

• Video content drives conversions. Mass video consumption within the media and entertainment industry drives mobile conversions at a rate that exceeds desktop conversions: 1.6x. Other industries that convert relatively well on mobile include travel and hospitality at a rate of .7x desktop and eCommerce at a rate of .6x desktop.

In terms of which industries are leading the way, according to the report software/technology, financial services and real estate have experienced significant growth in mobile traffic when compared to desktop.