British companies have not dedicated enough time to implementing a mobile-optimised strategy for their internet marketing services, according to a new report.

Econsultancy reports that the Vanson Bourne study revealed that just 16 per cent of retailers have a strategy in place to take advantage of consumers using mobile services.

While a further 26 per cent are in the process of developing such a strategy, 28 per cent of firms have no intentions of trying to exploit the area.

The news source's Graham Charlton observed that compared to the US, many British retailers had been slow to adapt to the new landscape, though this is now changing.

"A mobile retail site doesn't have to cost the earth, and it can provide an opportunity for smaller retailers to compete with big guys," he added.

Recently, the Internet Advertising Bureau's John Mew also stated that smaller firms could benefit from mobile advertising, saying it can be a cost-effective way to drive growth.

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