Less than a quarter of retailers are harnessing the power of m-commerce, despite consumers becoming increasingly comfortable with the concept of purchasing via their smartphones. A YouGov survey commissioned by mobile marketing and business solutions company, 2ergo, has found that 54 per cent of consumers who use a smartphone to browse the internet would make a purchase.

However 49 per cent find viewing content difficult and 34 per cent cite slow websites as a key issue. Despite this, 76 per cent of High Street retailers still do not have a mobile site or mobile-optimised content. Of those that do, almost 20 per cent do not have m-commerce capabilities and a quarter are only optimised for iPhone users.

The findings form part of a comprehensive research report, Mobilising Retail, which examines the perception gap between retailers and customers’ mobile habits. The research undertaken examines perceptions of using smartphones to deliver mobile loyalty schemes, attitudes towards apps and m-sites, and barriers to successful mobile implementations for retail.

“The new generation of mobile operating systems has brought with it a new breed of consumers, no longer satisfied with simple content and features, but increasingly more comfortable with sharing data and transacting via mobile sites and applications,” said Colin McCaffery, Product and Technology Director, 2ergo.

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