Fortune 50 Companies Have Work to Do in Mobile, Study Finds
Global communications firm Burson-Marsteller recently surveyed Fortune 50 companies on their use of mobile technology. The study found that while 62 percent of these companies do have a mobile website or application, there's still plenty of work to be done before they've optimized the channel's capabilities.
Of the 62 percent of companies surveyed with a mobile site, 39 percent promote their mobile presence on their website, yet only 38 percent of these sites are mobile optimized. Forty-three percent of the mobile sites allow you to shop, update account information, refill prescriptions or transfer money.
“It's surprising that companies with mobile offerings aren't taking advantage of every channel to let stakeholders know about their mobile websites, applications and SMS tools,” said B.L. Ochman, managing director of emerging media for Proof Integrated Communications, in a company press release.
Also surprising is that only 22 percent of respondents said they're using QR codes, also known as quick response codes. When scanned by a smartphone, these codes offer a wide range of product data, including product information, pictures, reviews, photos, videos, among other things. The companies which are using QR codes are placing them in magazines, on billboards and other convenient locations where smartphone users may be — and willing to engage.
As for other marketing vehicles, while 70 percent of all adults use text messaging, only 22 percent of the companies surveyed communicate via text message/SMS.