Research carried out by mobile technology and marketing specialist, 2ergo, has found that 93% of the UK's leading retailers will miss out this Christmas by failing to respond to the increasing mobile habits of shoppers.

The study of more than 80 leading high street retailers, found that 4 out of 5 had made no effort to target shoppers through their smartphones. And, only 7% had any mobile marketing in place for non-iPhone users, despite other devices, such as Android and Nokia, making up more than three quarters of UK smartphones.

2ergo, which is the largest issuer of mobile coupons in the UK, warns that retailers are being slow to catch up with how shoppers' habits are changing.

John Stevens, joint group managing director at 2ergo, says: "Research shows that more and more shoppers are using their phones in-store to check product details, compare prices and look for coupons or special offers. Last year 51% of Christmas shoppers took part in mobile activity of this kind and we expect it to increase dramatically this year with the rise in the number of smartphone owners."

Given the 500% increase in mobile web traffic and mobile web usage predicted to shortly overtake browsing from a PC₅; 2ergo is advising retailers to develop sound mobile marketing strategies and embrace new technology to keep up with consumer habits.

The research by 2ergo also found that only 1% of the UK's leading retailers use wider mobile marketing strategies such as couponing.