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New Apple website lacks mobile optimisation

Scores zero in study by New Media Age

Apple has topped a list of UK retailers with websites not optimised for use on smartphones and tablets.

New Media Age (NMA) has put Apple at the top of UK retailers which have failed to optimise their website for mobile usage. The firm scored an abysmal zero out of a possible five in the study conducted by NMA.

NMA tested the top 10 UK retailers' websites (based on ComScore figures) using Google's GetMoMeter which tests websites for loading speed, text size, images and links. Apple's recently updated website, which now hosts the new iPad, is the second most popular.

NMA said: "Apple, manufacturer of one of the most proliferate smartphones, scored zero out of a possible score of five and does not display fully when tested using Google’s GetMoMeter."

The firm said Apple's website failed to display clearly on both the GetMo site and its very own iPhone.

In contrast, Amazon, Tesco, Next and Home Retail Group (using Argos as an example) all score a maximum five out of five in the test. Google's own shopping site didn't manage full marks in its own test, scoring four.


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