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Aviva ranks top for digital maturity in FTSE 100 Digital Census research report

Research from the FTSE 100 Digital Census explores the digital maturity of organisations throughout lockdown.

Intertek, BP, HSBC and Legal & General were some of the top scoring organisations following research undertaken for the FTSE 100 Digital Census by digital marketing agency Kagool in partnership with tech software giants, Sitecore.

The research explores the digital maturity of the FTSE 100 throughout the lockdown period. The Census research provided performance result and detailed assessment for each organisation around eight core aspects of digital, including website speed, search marketing and social media activity.

The research found that nearly half (49%) of the FTSE 100 businesses are missing the chance to capitalise on search marketing as part of their wider strategy. During a pandemic, organisations have had to push digital to the forefront of their strategy to thrive, making online visibility particularly valuable to brands that want to drive traffic to their websites.

The analysis goes on to uncover a clear relationship between search marketing performance and overall digital maturity.

Mobile optimisation

According to the FTSE 100 Digital Census, there are in excess of 3.5 billion smartphone users globally and around 50% of website traffic worldwide comes from mobile. The pandemic impacted mobile traffic differently across sectors, however the report found that across the websites tested, only 3% resulted in poor scores.

Website speed

Google’s best practice is for websites to take less than three seconds to load. A benchmark that over 50% of the FTSE 100 succeeded in achieving in the testing. However, despite the pandemic putting more emphasis on the reliance on digital infrastructure for brands and consumers, Kagool’s report identified 14% of some of the most well-known brands scored poorly, with the lowest loading time recorded at over two and half times what audiences expect.

Social media

42% of the world’s population are active on social media and 28% look at social media for online product and service search. Lockdown saw a surge in social media usage and innovation, with new apps and services quickly emerging to serve both work and social needs.

Despite the opportunities, social platforms offer businesses to connect with customers and new audiences, the report uncovered that 83% of the FTSE 100 businesses are missing the chance to leverage social media.

Marketing manager at Kagool, Hayley Bonnick commented: "The pandemic has forced digital strategy to be prioritised by businesses. How we communicate, work and socialise has digital deeply embedded more than we have ever seen. I hope organisations find this report useful to review and enhance their digital performance during such a disruptive time for businesses."

Find out more about how the FTSE 100 performed digitally during this turbulent period, what the greatest opportunities are, and which are being overlooked.

Download the full FTSE 100 Digital Census.

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