E-tailers are being urged that there is more mobile retail provisions that merely providing mobile platforms with an app for customers.

Instead, businesses should be thinking of a broader range of facilities available in consumer technology, such as other features within modern phones and smartphones, mp3s with Wi-Fi capability and gaming consoles.

This would allow companies to expand their breadth of hits from buying customers, according to a report released this week by Netbiscuits.

The study explains how mobile sites are accessed by a multitude of different devices which can be used on the move.

Michael Neidhoefer, CEO of Netbiscuits, said: "Optimizing your mobile service only for the few devices that dominate your market, locks out the majority of your potential users."