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.”