Fortune 50 companies failing to promote mobile tools, study finds

NEW YORK: Few Fortune 50 companies are promoting their mobile communications tools to reach stakeholders, a new study says.

NEW YORK:  Few Fortune 50 companies are promoting their mobile communications tools to reach stakeholders, a new study says.

While 62% of the Fortune 50 companies studied do have mobile tools to communicate with customers and other stakeholders over the web, only 39% actually promote their mobile presence on corporate websites, according to a study by Burson-Marsteller and its sister digital and integrated marketing agency Proof Integrated Communications.

The numbers come as much of the consumer computing and web surfing world migrates to mobile platforms, such as smartphones and tablets.

Proof Integrated Communications MD B.L. Ochman said the numbers are stark, and underscore that entrenched, large companies are often behind the times.

“They weren't making a point of letting people know. There's no reason you shouldn't have an icon to symbolize mobile offerings,” Ochman said. “Corporations don't keep up with consumers.”

The agency researched the use of mobile tools and communications, as well as mobile-optimized websites, by Fortune 50 companies between October 25 and November 5.

The study also found that 38% of the companies studied have mobile-optimized websites, and 58% offer a mobile app for a smartphone. Fifty-eight percent of companies were most likely to build an app for the iPhone, followed by 32% for the Android.

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