85 per cent of companies do not yet have a mobile app strategy in place, according to a survey undertaken at last weeks Internet World exhibition by affilinet.

67 per cent have yet to optimise their website for mobile browsing – of those, 62 per cent won’t being doing so for another three to six months. 31 per cent, meanwhile, were expecting to go live with a mobile-optimised site within the next quarter, and 7 per cent within the next year.

“It’s important to follow your customer, but brands should avoid putting all their eggs in the one basket because, by their own admission, they need to reach people at all stages of their decision making process,” says Gary Bicker, affilinet UK country manager. “Mobile is great because it’s everywhere, but people operate in their own little mobile worlds and breaking into that can be tough, as the small screen doesn’t allow for creating an emotional connection in the same way that other channels do.”