Research from the IAB (Internet Advertising Bureau) shows an increase in the number of top 100 UK brands who now have a fully mobilised website.
Last year only 37 of the top 100 UK brands had a mobile optimised website, now 57 do, a 54% increase in the past six months.
Given all the talk about mobile and the fact that 66% (32.7m) are now using smartphones in the UK (comScore Mobilens 3 month average to November 2012), it is surprising to still see 43 of the top 100 brands still do not have a mobile optimised website.
However it should be noted that these brands are not ignoring mobile, this study only looked at the brands main website. It didn’t take take into account if the brand had an app for example.
There is still more to do says IAB’s senior mobile manager, Alex Kozloff, “Our research shows that the industry is moving in the right direction, however with over 40% of the top 100 brands still not optimised there is still more to do to encourage brands to integrate mobile into their wider strategies.”
The research used Google’s Get Mobile Meter tool to evaluate the top 100 UK advertiser websites across a range of sectors such as retail, finance, automotive and FMCG.
The FMCG sector has shows the most activity with mobile marketing activity. They showed the most significant increase in mobile marketing over the last six months, as well as having the greatest degree of mobile optimisation.