EPiServer has revealed the extent to which UK companies are failing to meet consumer expectations for mobile website browsing. Only 20 per cent of companies have a mobile-optimised site in place and 49 per cent of UK consumers are experiencing frustration with mobile sites.

The EPiServer study: Developing a mobile strategy: how to deliver mobile sites that truly engage’ (http://www.episerver.com/mobileresearch/) reveals the opinions of over 200 UK senior marketing executives and over 1,000 UK consumers.

Maria Wasing, VP of marketing Europe & sales operations at EPiServer, comments: “It is unfortunate to see that consumer expectations are not always being met. The number of consumers carrying an internet-enabled device with them at all times is rocketing and, by thinking about the best approach for your brand now, businesses can make the most of the growing mobile opportunity.”

ForeSee also announced their findings from the company's latest mobile shopping report. Their study surveyed nearly 10,000 visitors to the biggest e-retail websites in the UK throughout December, and how their experiences impacted purchasing and loyalty.

It found that mobile phone use for shopping is on the rise - 49 per cent of all UK survey respondents indicated that they had accessed a retailer’s website using a mobile phone (compared to 32 per cent in 2010 and 23 per cent in 2009). An additional 28 per cent indicated that they plan to use their mobile phone to access a retailer’s website, mobile site, or mobile app in the future.

Despite this traditional websites still outperform mobile sites and apps - even though mobile shopping is clearly catching on, shoppers are still not quite as satisfied with the mobile experiences provided by UK e-retailers.

“The research clearly found that the use of mobile phones to access companies’ websites, mobile sites and apps for shopping purposes is increasing dramatically in the UK, indicating that any retailer who is not wholeheartedly embracing the mobile trend is leaving money on the table for competitors,” said Larry Freed, CEO at ForeSee.

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