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Dwell time on mobile optimised websites two minutes longer than non-optimised sites claims IAB research

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By The Drum Team, Editorial

August 21, 2012 | 2 min read

Mobile optimised websites increase average dwell time of five minutes, research by the Internet Advertising Bureau (IAB) has found.

The research, which included data from the GSMA Mobile Media Metrics, a partnership between comScore, Google’s GetMoMeter and the GSMA, aimed to prove how brands benefitted through the mobile optimisation of their main websites.

Nearly 40% of the top 100 brands such as Tesco, Boots and B&Q were found to have optimised their websites for mobile, which led to increased engagement, increasing dwell time by two minutes over non-mobile optimised sites.

Consumers who visited an advertiser site which were mobile-optimised were also found to look at, on average, 19 pages, a third more than non optimised sites at 12 pages.

Alex Kozloff, senior mobile manager for IAB, commented: “This study has shown that, across a number of measures, optimising websites increases consumer engagement. Though it is encouraging seeing that 40% of the top UK advertisers are sitting up and listening to this, we still have work to do with the rest.”

Mobile phone image from Shutterstock

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