IAB UK launches first European mobile optimisation study

Research shows one in three of the top 100 UK advertisers have no mobile web presence.

View the research in full (IAB member only)

Research released today (23rd May 2014) by the Internet Advertising Bureau (IAB) UK reveals that 36% of top 100 brand sites in the UK do not have sites optimised for mobile. However, there have been changes in the last 6 months as a previous study from IAB UK (August 2013) revealed that 42% of the top 100 advertisers did not have a mobile web presence*. Today’s announcement gives the first insight into European trends in mobile optimisation and reveals that over half (54%) of sites across Europe (including Italy, Spain, Germany, France and the UK) are now mobile ready.
The IAB UK European Mobile Optimisation site study was carried out in February 2014 in partnership with Kantar Media across the top 100 advertisers in each of the five EU countries for the period H2 2013. The study breaks out the automotive, technology, retail, finance, media and FMCG sectors for each country.  

The research revealed that the automotive sector within the UK is leading the way with 100% of sites now optimised for mobile compared to the rest of Europe, where the average for mobile optimised sites in the automotive sector was 85%. In comparison the FMCG sector in the UK is slightly behind the rest of Europe with just 22% of sites optimised for mobile compared to 44% in France, 27% in Italy, 55% in Germany and 41% in Spain.

The UK demonstrated the highest score with regards to responsive design with 24% of the top 100 advertisers, such as Sky, Sainsbury’s, Disney and Chanel, having a responsive site compared to 15% in Spain, 13% in France, Italy and 7% in Germany. This too had increased from August 2013 where 11% of the UK’s top advertisers had responsively designed sites.

IAB’s Head of Mobile, Alex Kozloff comments: “This research has given us excellent insight into how mobile is faring, not just here in the UK but also across Europe. It’s great to see that the UK has experienced a 10% increase in mobile optimisation since August last year and that sectors, such as automotive and retail, are now really making the most of mobile.”

*Mobile Optimisation study, August 2013: http://www.iabuk.net/about/press/archive/one-in-nine-of-uks-top-advertis...