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Mobile IAB

36 per cent of top 100 brand sites in UK are not mobile optimised, finds IAB study


By Jennifer Faull, Deputy Editor

April 23, 2014 | 2 min read

Thirty-six per cent of the top 100 brand sites in the UK have not been optimised for mobile, according to the European Mobile Optimisation study released today by the Internet Advertising Bureau (IAB).

This figure is down six per cent year-on-year, with IAB’s head of mobile, Alex Kozloff, explaining that it has “given excellent insight into how mobile is faring” and that sectors including automotive and retail are particularly excelling in the mobile space.

In the UK automotive sector, 100 per cent of sites are now optimised for mobile compared to the rest of Europe, where the average for mobile optimised sites was 85 per cent.

In comparison, the FMCG sector in the UK came slightly behind the rest of Europe with just 22 per cent of sites optimised for mobile compared to 44 per cent in France, 27 per cent in Italy, 55 per cent in Germany and 41 per cent in Spain.

Looking at responsive design, 24 per cent of the top 100 advertisers, including Sky, Sainsbury’s, Disney and Chanel, have a responsive site compared to 15 per cent in Spain, 13 per cent in France, Italy and seven per cent in Germany.

Last year in the UK, this figure stood at 11 per cent.

The IAB UK European Mobile Optimisation site study was carried out in February 2014 in partnership with Kantar Media.

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