Fifty per cent of all internet searches will be undertaken via mobile by 2013, according to Google, but a recent study found that 69 of the FTSE 100 companies have failed to take steps to ensure their websites are compatible with mobile devices, resulting in problems involving font sizing and navigation.
The study, carried out by technology company Incentivated, draws attention to the fact that certain revenue streams are potentially being ignored by retailers.
Dan Wagner, CEO of mPowa, which makes a point of sale device that enables credit and debit card payments to be made on the go, 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."
He added: “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”.