Although mobile is growing, desktop websites are still a priority for digital marketers

Despite the continued shift among brands towards mobile, the vast majority (71%) of digital marketers still see desktop websites – with the incentive of useful cookie data on consumers – as their top priority for customer experience, ahead of mobile sites (16%) and smartphone applications (10%), according to a new study.

The research, which is from the latest Quarterly Digital Intelligence Briefing report commissioned by Econsultancy and Adobe from a sample size of 3,000 digital and ecommerce marketers, suggests that mobile is growing even if it isn’t seen as a priority.

Around a fifth (19%) of respondents now regard themselves as ‘mobile first’, compared to 13% the previous year. While 62% of companies are planning to increase mobile channel budgets in 2015, compared to only 3% who are set to decrease respective budgets.

Companies are also starting to use mobile in different ways, with adaptive design (+92%), mobile apps (+40%) and mobile optimised sites (+35%) all being utilised more frequently on a year-on-year basis.

However, only 11% of respondents agreed that they understand how mobile fits into the customer journey across devices and channels.

“Companies have increased their efforts around mobile optimisation in line with the increased amount of time spent on mobile,” said Econsultancy’ research director Linus Gregoriadis.

“Businesses surveyed for this research report that, on average, 31% of their total digital traffic is now via mobile.”

Over recent years there has been a notable shift among advertisers towards mobile and digital platforms.

In 2014, UK ad spend hit its highest rate since 2010 as it increased by 5.8% to £18.6bn, according to the annual expenditure report by the Advertising Association and Warc.

The growth was driven by internet advertising and mobile, with both up by respective rates of +15% and +59%

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here