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Mobile sites: "The figures are really quite shocking"

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18th Dec 2013
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UK companies’ are employing a sloth-like approach towards the mobile revolution, which has been described as “really quite shocking” by design and marketing firm Catalogues 4 Business, which has conducted a survey on mobile-friendly company websites.

The survey found that 39% of companies haven’t developed their website to work on mobile devices, whereas 50% have, and 11% don’t know.

According to C4B, the figure doesn’t improve amongst retailers and other e-commerce focused businesses, either.

“The figures are really quite shocking. You can’t afford to ignore the importance of mobile optimisation if you are to survive and flourish in today’s markets,” said C4B’s managing director Ian Simpson.

“Tablet driven e-commerce has tripled this year to £4.74b and that is 10.4% of total market. 

“In order to target your customers effectively you have to consider the types of devices that your digital media is viewed on. And this includes websites, email, digital publications and social media.”

C4B goes on to describe the oversight as “alarming” and that companies are missing a massive opportunity to drive sales.

Simpson also implored businesses to monitor their web traffic – 1 in 10 companies never check their web traffic statistics, he said.

By doing this, companies would recognise where their traffic is coming from and be surprised by a heavy mobile presence.

However, without mobile optimisation, engaging a customer is likely to be more difficult, and potential sales could disappear.

“It is vitally important to monitor your website traffic. 1 out of 10 companies not knowing their web statistics is huge.

“In order to keep your customers engaged, you have to know how your website is used, when and why.

“You need to know what works in order to continue building your brand and proposition,” he added.

The figures are based on a questionnaire completed by around 100 organisations in the UK.

The subsequent report is titled ‘Channel Vision – Version 2.0’ and can be on the C4B website.

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