IAB finds surge in mobile activation among brands

Nearly 60 per cent (57) of the UK’s top 100 advertisers now have mobile websites representing a rise of nearly 54 per cent in the last six months according to an IAB study.


The findings come in the trade body’s latest study which used Google’s Get Mobile Meter tool to analyse the web pages of the top 100 UK advertisers, according to ComScore data, and whether they were optimised for mobile.

The IAB figures compare starkly with a similar study published in August 2012, which used a similar methodology, found only 37 per cent of the top 100 UK advertisers had sites tailored for mobile phones.

The FMCG sector has the highest proportion of mobile-optimised sites with 79 per cent of the 14 brand pages in this sector listed as having mobile optimised sites. This was directly ahead of the automotive sector where 73 per cent of the top 26 brand sites listed were mobile optimised.

Meanwhile, the research also revealed the sectors with the most significant percentage increase in mobile marketing over the last six months are FMCG (up 267 per cent), media, as well as tech & telecoms (both up 150 per cent).

The study comes as the IAB announces it will lobby brands to ‘make mobile mandatory’ as part of their marketing practice this year by highlighting its recent research study finding 69 per cent of the UK population intends to “dramatically increase” their mobile media consumption by 2015.

Alex Kozloff, IAB senior mobile manager, says: “With over 40 per cent of the top 100 brands still not optimised there is still more to do to encourage brands to integrate mobile into their wider strategies.

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