Over three quarters (83 per cent) of retailers have a mobile friendly website in some format, but only three per cent have a responsive design, and seven per cent have no mobile presence at all, research by Auros has discovered.
The report found that 60 of the UK’s top high street retailers and public sector organisations are yet to fully embrace mobile technologies as part of delivering their overall customer experience.
It was discovered that Morrisons was the only retailer using location to automatically display the nearest branch.
Only 43 per cent of public sector websites have a mobile friendly format, but of these 17 per cent have a responsive design.
Dominic Mills, managing director at Auros, said: “We were surprised to discover that several major high street retailers and 40 per cent of the UK’s largest public sector organisations that we researched provide no form of mobile web presence whatsoever.
“It is perhaps to be expected that the jury is out regarding the best approach to mobile, with limited use of responsive technology and relatively few apps on non-Apple platforms. But, because brands and public sector service providers have yet to fully embrace mobile we found that the user experience is less than optimal. Companies that exploit geo-location for example are delivering a better user experience, and therefore better customer service which in turn will increase brand advocacy and generate more bottom line revenue.”