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69% of UK adults are ‘frustrated’ by brand sites that aren’t mobile-ready, says IAB/Kantar Media study

Over two thirds (69 per cent) of UK adults become “frustrated” when they visit websites that aren’t optimised for mobile, according to a study from the Internet Advertising Bureau (IAB) and Kantar Media.

IAB and Kantar Media mobile audit

The study, conducted across 2,000 UK smartphone owners aged between 16 and 70 years old in September, found that over half (52 per cent) of respondents had visited a non-mobile optimised site in the last month, with 69 per cent of them describing the experience as “frustrating”.

A total 81 per cent of respondents said they access the internet via an app or browser daily, a figure which rose to 90 per cent among 25-34 year olds. Almost half (46 per cent) said they go online via an app or browser on a daily basis.

The study revealed the ever-increasing importance of smartphones in the online shopping journey, with 47 per cent of people using them for researching products and services, and 50 per cent making a purchase on a monthly basis.

Meanwhile almost two-thirds (59 per cent) of respondents said they were prompted by traditional media to research additional information online via their smartphone or tablet during the month they were interviewed.

TV was the biggest traditional media trigger for this behaviour, driving 43 per cent of respondents to look up more information on either their smartphone or tablet after having seen it on TV.

Newspapers drove 28 per cent of people to research further on their mobile devices, while outdoor advertising drove 25 per cent, and radio and magazines 21 per cent.

Traditional media advertising was found to be the top trigger for prompting mobile research, with TV broadcast and outdoor prompting the highest number of people to search for additional information via their smartphones (56 per cent and 37 per cent respectively), with newspaper editorial prompting 48 per cent of respondents.

IAB’s senior research manager Hannah Bewley said: “The fact that 59 per cent of smartphone owners had been prompted by traditional media in the last four weeks to look for more information on products shows that mobile is the glue that holds other media together.

“The study emphasised the importance of optimising sites so that consumers are able to browse your site, research your product and transact on the move. With 73 per cent not looking for an alternative device if they reach a non-optimised site, brands without a mobile strategy are risking losing customers.”

Overall the mobile phone was cited as the most popular device for smartphone owners aged between 16 and 34 years old when researching products.