According to a recent study by IAB (Internet Advertising Bureau), top UK retailers continue to fail to  capitalise on mobile opportunities. 

When browsing on the Internet, only a small portion of users are likely sitting at their home computers. With the growth of smartphones, more and more users access websites from remote locations, while others use a tablet to access the Internet.

Within the study, it was revealed that 50 top retailers haven’t yet enacted important mobile marketing tactics. This research comes after an audit from May and June of 2013, and took a number of factors into account, including apps, optimized sites, optimized search campaigns, and in-store Wi-Fi within said retailers’ locations.

The numbers revealed that, while 74% did have smartphone-friendly websites, only 8% of the websites were tablet compatible.

Research carried out by the IAB last year called Mobile and Online Journey Observation (MOJO) revealed tablet owners spend, on average, nearly four and a half hours browsing per week. In addition, almost three quarters of tablet users making a purchase on them every week, the failure to adjust could come at a high cost.

Almost three quarters of tablet users make a purchase on them every week.

Out of companies with a mobile optimized site, 81% allowed users to shop within the mobile site. But, out of the 62% of retailers that have an app, less than half allowed users to purchase directly from the mobile site; 52% offered products, but no way for shoppers to check out.

Another stat coming in at less than half (48%) are sites that have optimized features for mobile searches. Despite this being a fairly basic marketing effort (and one that has proven to be effective), the majority of top UK retailers have yet to enact this method.

But perhaps most appallingly, only 10 percent of these retailers provide mobile/desktop compatibility. This means that, if requiring a sign up or rewards system, a “single user” crossover isn’t recognized. Instead, the shopper has to create two separate accounts to receive the maximum number of loyalty perks.

Overall, the fashion retail sector seems to hold the most website clout, with eight for eight on mobile optimized sites and seven for eight within mobile specific search methods.

“This research shows that although the fashion specific retailers have grasped the essentials of mobile marketing there is still a large percentage of the top spending retailers that haven’t.” said IAB’s head of mobile, Alex Kozloff.