FTSE 100 firms are languishing in digital race

Adam Hignett
OVER half of FTSE 100 companies are failing to adapt to the digital age according to creative consultancy Radley Yeldar, with SABMiller the most “digitally mature” firm listed on the index.

In a study looking at corporate websites, social media platforms, mobile web, mobile apps and intranets for each of the FTSE 100 companies, Radley Yeldar found over 50 per cent of firms were “digitally immature”.

The highest overall performer was SABMiller, showcasing the best digital “eco-system” score, and excelling in the website category and their approach to content.

Oil and gas was the best performing sector, with Royal Dutch Shell ranked number one in the mobile apps category. Surprisingly, the weakest sectors for digital communication were retail, travel and leisure.

The inability of so many companies to keep up with the digital arms race has more serious implications than mere presentability and customer ease of use. Last week Google announced it was going to change its search algorithm so websites that are not mobile ready or responsive will no longer show up in the search.