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57 per cent of top 100 UK brands have mobile optimised websites - IAB study reports


By Stephen Lepitak, -

January 29, 2013 | 3 min read

Over half of the top 100 brands in the UK now have a mobile optimised website, according to the latest Internet Advertising Bureau study.

Using Google’s Get Mobile Meter tool, the study found that 57 per cent of the top 100 brands now have an optimised site, up from the 37 per cent figure discovered six months ago in the IAB’s previous research on the subject.

Also discovered was an increase in mobile marketing across FMCG brands by 267 per cent over the last six months. Media and tech and telecoms both saw an increase of 150 per cent.

Meanwhile, the study also claims to reveal that mobile is ‘becoming a priority’ for FMCGs with over three quarters (79 per cent) of the 14 FMCG sites listed found to be mobile optimised, followed by 73 per cent of the 26 sites automotive sites.

Alex Kozloff, senior mobile manager for the IAB, explained: “Our research shows that the industry is moving in the right direction, however 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. It is encouraging to see that the effort the IAB, our mobile council and the wider industry has put into this area is starting to pay off and we will continue to work with our members to help companies make mobile mandatory in 2013.”

Last August, the IAB discovered that only 40 per cent of the top 100 brands in the UK had a mobile optimised site.

This year, the IAB has stated that it plans to focus on rallying brands and marketers to ‘make mobile mandatory’ following a study it released last year which forecast that 69 per cent of UK consumers expected their use of mobile to ‘dramatically increase’ by 2015.

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