Only 38 per cent of top 50 UK tech and telecoms brands optimise paid search for mobile, says IAB audit

Three quarters (76 per cent) of the top 50 UK technology and telecoms brands have a mobile-ready site, yet only 38 per cent of them optimise their paid search campaigns for mobile, according to the latest audit from the Internet Advertising Bureau (IAB).

Brands including BT, TalkTalk, HTC, O2, Sky, T Mobile, Nokia and Tesco were examined in the study, with the Three, Sky and EE classed as the top performers in mobile by the IAB.

Although 76 per cent of the brands have a mobile-optimised presence, six per cent still have no mobile presence at all, including Windows phone, DigitalUK, and Phone Shop by Sainsbury’s. Half of the mobile-ready sites were responsive web design.

Meanwhile two thirds (62 per cent) of the brands in the audit have a mobile site and an app, while the majority (80 per cent) have an app, with brands favouring developing for the Google Play store (72 per cent had a Google Play app) over the Apple store (58 per cent).

Yet only 38 per cent of the brands were optimising their paid search for mobile, with 47 per cent of those using features including a click-to-call in the ad creative.

Two of the 50 brands – Virgin Media and Huawei – were not redirecting to their mobile site from mobile search. So although both have a mobile site each had failed to redirect to it from position one in organic search.

IAB’s head of mobile, Alex Kozloff said: “The IAB’s mantra this year is to make mobile mandatory. We believe that by producing this series of sector specific audits we are encouraging brands to get to grips with mobile. It’s no longer OK to ignore mobile – if you’re looking at engaging, selling or even driving awareness for your brand amongst your consumers, then you need to be embracing this medium.”

The study, conducted this July, follows the IAB’s previous audit which explored the top 50 UK FMCG brands. This showed almost half (46 per cent) of the FMCG brands audited have no mobile-friendly site, while 30 per cent have no mobile presence at all.

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