Four out of five independent retailers are losing business by failing to offer their customers the chance to buy online, a new report has warned.

The Digital Cities report found 80% of independent retailers in Brighton and Hove are not trading online while 84% of retailers’ websites have not been built with mobile phones in mind.

The thomsonlocal Business Data report concluded that the city’s thriving digital sector and a high proportion of residents with broadband connection was failing to have an impact on retailers which are struggling to embrace digital technologies.

Social media monitoring platform Brandwatch, which employs 100 people at its Brighton base, backed the findings.

Marketing manager Joel Windels said the data “really highlights” how far many businesses still have to go.

He said: “Favourable peer reviews, a mobile-ready web presence, online shopping portals and a significant social media footprint have all grown to become not just a desirable part of the retail experience for customers, but an expected one.

“Those businesses that can meet those expectations best are undoubtedly at an advantage.

“2014 is going to be an interesting year for small businesses in Brighton.”

Analysts looked at 1,867 businesses with a BN postcode and studied options to purchase directly online and if the company website could be viewed on a mobile device.

Independent jewellery retailer Posh Totty in Bond Street. Brighton, was highlighted by the report’s authors as a shining example of a business which has embraced digital with online jewellery collections and browsing options.

Marketing manager Katie Smith said four out of five sales were now through their website.

She said: “Our shop is quite hidden away so it’s really important we are visible online and we update the website daily.”

Top confectioners Choccywoccydoodah was also cited as an example of a retailer exploiting a strong mobile site.

Retailers were stronger on social media with 61% having social shares on Facebook and Twitter.

Boutique fashion store Peggs & Son lead the way on social media with more 10,000 fans on Facebook and 2,400 followers on Twitter.

Owner Ian Pegg said although that number of fans may not necessarily reflect in sales, he described social media as “essential” for modern businesses.

He said: “We have grown that number organically.

“It’s very easy to get large numbers, you can even buy them, but that is not what we have done.”

For the full report visit directmarketing.thomsonlocal.com/News-Advice/Online-Marketing/Is-Brighton-really-as-digital-as-they-say.