Barclays says online businesses must do more to prepare for 4G
Online firms are missing a trick by failing to adapt their website for mobile traffic, Barclays has warned.
Online businesses across the UK have not done enough to prepare for the launch of 4G super-fast mobile broadband services, according to new research from Barclays.
The banking giant's technology, media and telecoms industry team claimed that 89 per cent of web-based firms have yet to optimise their site for mobile - even though 34 per cent have seen traffic to their mobile website rise since Christmas.
Barclays described its findings as "surprising", given that online businesses with mobile apps or sites saw these channels generate more than one-quarter of their total revenue in 2012.
In addition, British smartphone users are becoming more accustomed to shopping via mobile devices, with more than half making at least one transaction in this way last year.
Two-thirds of respondents stated that a mobile strategy is important to their business success, but almost the same proportion admitted they are yet to devise and implement such a plan.
Sean Duffy, managing director and head of technology, media and telecoms at Barclays, said: "Online businesses that have already invested in the mobile side of their business through the development of mobile-ready websites or apps are already seeing a significant proportion of their business coming from mobile devices."
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