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Top UK retailers and UK public sector yet to fully embrace mobile technology

Published on Friday, 10th May 2013
Benchmark study from internet consultancy Auros reveals that 60 of the UK's top high street retailers and public sector organisations are yet to fully embrace mobile as part of delivering their customer experience

H&M, Morrisons and Gov.uk impress, but only 63% provide mobile friendly website

  • 37% of the organisations tested provide no form of mobile website at all
  • 30% that do have a mobile website aren’t directing all mobile traffic there
  • 86% of those who have an app weren’t promoting it on their website
  • 46% of those who have an app only support Apple platforms
  • Just 7% of retailers offer a user experience that is optimised for tablets, and just one delivered a tablet-specific site (H&M)
  • Only 11% overall of the websites we tested were responsive, and just a single retailer (Currys)
  • 17% of public sector sites were responsive, notably Gov.uk
  • Just 3 in 10 retailers use geo-location to deliver nearest store details in a single step, but a staggering 90% didn’t manage it across all test platforms. Morrisons set the standard, showing store details on the homepage.

A benchmark study from Auros, the internet consultancy and technology company, reveals 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.

Overall the retailers outperform public sector service organisations with 83% of retailers having a mobile friendly website (in some form) compared to just 43% in the public sector. A small proportion has adopted a responsive approach to delivering this mobile friendly user experience, with public sector (17%) outperforming retail (3%) by this measure. Mobile apps are more prevalent in retail with some 80% of retailers having some form of app, although these are fairly poorly promoted with only 21% of the retailers that do have an app prompting the user with this alternative on relevant devices. 50% of those retailers that have invested in apps have delivered solely for Apple, compared to 17% in the public sector.

Despite investing in mobile, very few retailers have yet to fully embrace the potential to enhance the customer experience that mobile can offer. Just one site, Morrisons, was using location to automatically display the nearest branch. On average, even with geo-location enabled, users have to take two manual steps before being presented with this nearest branch information.

Support for touch was generally poor, with 53% in retail and just 33% in public sector providing touch screen friendly navigation. Just one of the 60 organisations researched (H&M) has provided a dedicated website for Tablet users with, as a result, a substantially improved user experience on this type of device.

7% of retailers provide no form of mobile presence (mobile apps included), with 40% of public sector organisations similarly ignoring the needs of mobile users.

The full results of the study are being released in a report by Auros. An infographic is available to download from http://bit.ly/17t45iT and the full report from http://bit.ly/10npUKp. The mobile user experience provided by 30 retailers and 30 large public sector organisations was tested using a pre-defined device baseline, with each organisation being tested against a range of criteria.

“We were surprised to discover that several major high street retailers and 40% of the UK’s largest public sector organisations that we researched provide no form of mobile web presence whatsoever,” said Dominic Mills, Managing Director, Auros. “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.”

For more information visit auros.co.uk/contact, or follow @teamauros