Sixty-nine of the 100 FTSE listed companies have failed to ensure their websites are compatible with mobile devices, according to a new study.
A comprehensive study into UK mobile business performance by Incentivated, a specialist mobile business agency, reveals that many business websites are difficult to use on, or even incompatible with, mobile devices.
Jonathan Bass, Incentivated MD, said: ‘It’s a myth that 2013 will be a tipping point for mobile, British businesses are woefully unprepared compared with our American cousins. Lots of companies are dipping their toes into mobile, but very few getting properly wet.
‘Too many businesses assume that mobile is an extension of their current online offering. It isn’t, it requires a very different approach. They don’t know what they don’t know and nor do their marketing agencies. And don’t get me started on SMS; an incredibly powerful tool alongside a mobile site or to support the physical presence, logistics and customer services.’
E-commerce expert Dan Wagner, CEO of mPowa, said: ‘Given that substantial revenues are generated through digital channels, it really is bewildering that so many blue chip companies are stuck in the dark ages when it comes to how they interact with their customers.
‘Gone are the days when a retailer’s customer base walked through the front door of its shop. Consumer buying behaviour is changing rapidly as a result of advances in technology. Whilst consumers may still wish to browse in a shop on the high street, purchasing on mobile devices such as mobile phones and tablets, is gathering pace, and is revolutionising the way consumers purchase goods.
‘Retailers who fail to adapt to these changes, to capture sales whenever and wherever the consumer is ready to buy, will suffer severely in the fiercely competitive landscape in the UK.
‘This Christmas, we saw purchases through mobile devices increase exponentially. Those who didn’t address their online retail strategy became casualties. Sadly, what today’s study shows is that many FTSE 100 companies could go the same way’.