Increase in responsive design found among top 100 spending brands by IAB Mobile Optimisation Study
Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel have all been highlighted by research from the IAB as brands using responsive design for tablet and mobile.
The brands made up 11 per cent of the 100 highest spending brands in the UK using websites that are optimised to adapt whether a consumer is viewing it across PC, laptop, mobile or tablet.
The results of the third study into the use of responsive design by brands also discovered that the sectors with highest percentage of use were automotive and technology with 17 per cent of brands each within the top 100, followed by finance with 14 per cent.
Alex Kozloff, senior mobile manager for the IAB, explained that responsive design was the next stage of mobile optimisation to create "a truly multi-platform experience."
Kozloff added: “It’s encouraging to see the speed at which advertisers are embracing this technology and really thinking about how consumers interact with their brand.”
The study also discovered that in August of this year, over half of the top 100 advertisers (58 per cent) had a homepage which was optimised to display content for smartphones.