Men are spending more time on the web accessing website content that can compel them to spend money.

A report from IBM suggests that developing a mobile website and actively engaging consumers and prospects with social media marketing can help small businesses boost conversions during the holidays.

The company said that retailers with mobile sites will appeal to the 15 percent of consumers who plan to research or buy products on their smartphones and tablets.

While most small businesses still lack a website, those with active actionable websites should consider making the sites available to mobile users. Google recently launched HowToGoMo.com to help small businesses launch mobile websites in time for the holiday shopping season.

Beyond a mobile home page, small businesses can target prospects on their handsets with active social media marketing campaigns. ComScore reported last month that more than 70 million Americans use social media applications on their mobile devices.

According to IBM, consumers engaged socially convert 9.2 percent of the time, compared with the overall average for ecommerce website visitors, which stands at 5.5 percent.

IBM’s Enterprise Marketing Management Group director of product management recently said that businesses of all sizes must adopt mobile and social strategies to appeal to the increasingly web-connected consumer.

The use of social media marketing has helped companies in both B2B and B2C sectors improve sales, ContentLEAD recently reported. According to the study, 55 percent of survey respondents converted leads they generated through social campaigns.