The Mobile Retail Audit was carried out between May and June 2013 and looked at a number of different mobile measures, including, optimised sites, apps, optimised search campaigns, and in store Wi-Fi across the 50 retailers spending the most on advertising in the UK.
The findings revealed that although the majority (74%) of top 50 UK retailers had a mobile optimised site only 8% had a tablet optimised site, suggesting that although mobile is now ingrained within many retail brands marketing strategies, there are still fundamental elements missing. Research carried out by the IAB last year called Mobile and Online Journey Observation (MOJO) showed the importance of retailers having a mobile and tablet strategy, with almost three quarters of tablet users making a purchase on them every week. The MOJO research also revealed that tablet owners now spend 4.4 hours on average a week browsing retail sites on their tablet.
Read the full article and download the research from the IAB here