Tesco, Morrisons and Sports Direct commended for mobile sites

Supermarket chains Tesco and Morrisons, and sporting goods retailer Sports Direct, are the top three retailers in the FTSE 100 in terms of mobile website performance, according to a new study released by The Search Agency.

Using a methodology that calculated an average score based on load speed, site format, download speed, social media presence and app presence, the UK's largest grocer was ranked top of the FTSE 100 after it scored highly in all categories. Morrisons was ranked fifth and Sports Direct 20th, with retail property firm Hammerson placed at 13th position.

Click here to see the whole report and understand the full methodology.

Although Google has established Responsive Web Design (RDW) as the industry best practice and will also be using mobile experience as a ranking signal as of 21 April 2015, The Search Agency found that only one-third of FTSE 100 website have RDW.

A total of 29 FTSE 100 companies have dedicated mobile sites, which is actually down 13 on last year, while 39 companies in the FTSE 100 have no mobile friendly site and are said to be risking a significant impact on their search ranking.

Despite not having a transactional site Primark parent company Associated British Foods was ranked 29th. The other retailers in the FTSE 100 were ranked by The Search Agency, as follows: Marks & Spencer (41st), Next (48th), Sainsbury's (52nd), Costa Coffee owner Whitbread (54th), Burberry (72nd), B&Q owner Kingfisher (79th), Dixons Carphone (91st) and Wickes parent firm Travis Perkins (100th).

Meanwhile Barclays research released this week estimates that UK consumers are set to spend £53.6 billion a year using their smartphones and tablets by 2024, compared with the £9.7 billion spent today.

Some 42.4% of all retail sales are expected to involve a mobile device in some way or another, with these tools being used either for transactions or research.

In 2009 some 14% of consumers owned a smartphone, but this had quadrupled by last year to 61%. By 2019 around three-quarters of adults are predicted to own one, and this growth in gadgets has contributed to 46% of the 221 retailers surveyed now generating at least some of their sales through a mobile device.

However, less than 3% of these retailers claimed their company is at the cutting-edge when it comes to being mobile ready, with 70% saying they did not currently offer a mobile website or a mobile app for consumers.

Richard Lowe, managing director and head of retail & wholesale at Barclays, commented: "The size of the retail opportunity is clear for all to see. The question every retailer should be asking themselves is what they are doing about it to not only satisfy today's consumer but, also tomorrow's.

"While it may be premature to sound the death knell for desktops and laptops nearly half of consumers claim to be shopping far less on these devices thanks to mobile. With new gadgets and gizmos such as the Apple watch being launched all the time, this trend will inevitably gain momentum."

Click below for more information:

The Search Agency

Barclays Retail & Wholesale