Study Highlights UK Retailers Losing Out on Fortunes with Mobile Marketing Gaps

A study published today by the trade body IAB has revealed that retailers are missing out on significant revenue by neglecting to optimise their websites for tablet devices.

Despite 74% of the UK's Top 50 retailers having optimised their sites for smartphones, only 8% have done so for tablets. This is surprising given the rapidly-growing numbers of tablet users in Britain, and the IAB estimates that this is causing retailers as much as approximately £80bn in ecommerce revenue.

The study revealed further major inconsistencies in the mobile marketing strategies undertaken by the Top 50 UK retailers which are preventing a seamless user experience - only one-in-ten currently offer a "single user approach" allowing consumers to access their accounts across both desktop and mobile devices, while only 48% that offer a branded mobile app give customers the ability to make a purchase from within the app itself.

IAB Head of Mobile, Alex Kozloff, commented: "Although some retailers have grasped the essentials of mobile marketing, there is still a large percentage of the top spending retailers that haven't. With so many consumers now deciding to shop online brands can't afford to not get this right."

In line with these findings, the IAB is gearing for an education initiative to help retailers better understand the mobile opportunities they are missing out on.

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