Of the IMRG/Hitwise Top 100 Online Retailers, only 10 per cent have built a website for Tablet browsing – according to research from mobile marketing agency Somo. 26 per cent have an iPad app, and less than 20 per cent have Android Tablet apps.

43 per cent have no iPhone app and 63 per cent no app for Android phones, with retailers including PC World, Thomson and BHS having no apps or sites for smartphones and Tablets. And although TopShop has recently announced that around two thirds of its mobile visitors came from Tablets, they do not offer a Tablet-optimised site or app.

“The astonishing thing is that almost half of the top online retailers haven’t even got a mobile website,” says Nick Hynes, Somo CEO. “This is very basic stuff. A well-built site does retailers the world of good, allowing customers to make shopping comparisons on their phones while in store, and browse leisurely at home on their tablet.  These companies have to start looking at the role that mobile plays in their customer journey; at the moment they’re missing a trick.”