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Retailers 'ignoring importance' of mobile optimisation

A quarter of all retailers do not yet have a website which works on mobile devices, and just under a third do not know if their sites are mobile or tablet-optimised, a new survey has revealed.

The findings come from a study carried out by marketing and design agency C4B, which surveyed 119 retailers, including 23 fashion brands.

Of the retailers responding, only 38% said that they had taken steps to ensure their site was ready for use on a smartphone or tablet device, with 25% admitting that their site was not at all mobile-optimised.

Fashion retailers were slightly better prepared than the overall retail respondents, with 42% saying their site would work on mobile.

C4B managing director Ian Simpson said: “The fact that such a high proportion of retail businesses either haven’t taken the necessary steps to ensure its website is mobile ready or simply don’t know is a real shock. You can’t afford to ignore the importance of mobile optimisation.

“To target a modern consumer audience you have to consider the type of platform from which they will be accessing your site. The simple fact is, it is increasingly likely to be via a smartphone or a tablet, so it really is crucial.”

Readers' comments (2)

  • Chris Bishop

    I think it is unfair to say they are ignoring mobile or it's optimisation. Sadly not every Ecommerce team have the correct resource to keep up to with consumer demand.

    The investment isn't there for all to be able to prioritise against other business pressures.

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  • Amusing to read this article on a mobile device, from a site not optimised to facilitate reader comments without reverting to the Desktop version.

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