IAB reveals only 8% of UK retailers have tablet-ready sites

The Internet Advertising Bureau (IAB) has announced that less than one in ten UK-retailers do not yet have in place a tablet-optimised site, despite increasing spending on their mobile-optimisation and marketing schemes.

The Mobile Retail Audit research was carried out between March and June 2013 and took information from the 50 retailers spending the most on advertising in the UK.

The research revealed that although spending on mobile has improved, gaps have been left in a company’s ‘mobile-ready’ design.

Alex Kozloff, IAB’s head of mobile, commented: “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.

With so many consumers now deciding to shop online brands can’t afford to not get this right. The IAB will be reaching out to retail brands specifically over the coming months to help educate them further about how to make the most of mobile.”

Companies must work harder to ensure their site is easily accessible on all types of digital platform, or risk losing potential consumers.