A third of UK based businesses are yet to develop their website to work on mobile devices, whilst a further fifth simply 'don't know' whether their website is mobile ready or not. According to a new report, released this month by a catalogue marketing specialist, 34% of UK businesses haven't taken the necessary steps to ensure their website is suitable for mobile devices. Whilst an additional 17% admit to not knowing if their website is optimised for smartphone or tablet use.
The report, put together by direct marketing, design and print specialists Catalogues 4 Business (C4B), questioned more than 300 UK organisations as part of research into corporate marketing strategies. Respondents to the study were drawn from a diverse mix of businesses, both B2B and B2C, which spanned multiple industry sectors.
Of the companies that participated, 38% said that 'yes' they had undertaken measures to ensure that their website was optimised for mobile use, but these were the minority, with the majority, 62%, not having done so.
Ian Simpson, Managing Director of C4B commented: "It's a real shock that businesses today haven't designed their websites to be mobile friendly. You can't afford to ignore the importance of mobile optimisation. To target a modern audience you have to consider the type of platform from which they will be accessing your site. The simple fact is, it is increasingly likely to be via a smartphone or a tablet, so it really is crucial."
According to the report, companies also appear relaxed about monitoring their website traffic, with less than half (44%) checking on their website traffic stats at least once a week. More worryingly, 11% of these either 'never' check their stats or simply 'don't know' what they are.
Simpson concluded: "Monitoring your website traffic is vital. The digital world allows us to clearly measure the performance of websites and online marketing activities. So it's important to get to grips with this and to monitor accordingly. If, as a business, you're unsure then you need to ask a digital agency or your internal marketing team about what you can be doing to improve your digital understanding. If you want to increase your sales and improve your marketing, the importance of this can't be understated."
To download a copy of the full report – 'Channel Vision – Version 3.0' – visit http://www.catalogues4business.co.uk/report.asp