40pc of UK’s top brands have mobile optimised website – IAB
40pc of UK’s top brands have mobile optimised website – IAB
Pictured: Alex Kozloff
Nearly 40pc of the UK’s top 100 brands – including Tesco, B&Q; and Boots – now have a mobile optimised website, according to new research from the Internet Advertising Bureau (IAB).
The study, which used data from GSMA Mobile Media Metrics (MMM), a partnership between comScore, the GSMA and the UK mobile operators, and Google’s GetMoMeter tool to manually check the top 100 UK advertiser websites across a range of sectors, reveals that those brands with a mobile-optimised website enjoyed increased engagement with consumers.
Among the advertisers with a mobile-specific site, average dwell time was five minutes, some two minutes longer than the average for advertisers without a mobile web presence.
The research also found that consumers who visit an advertiser site that is mobile-optimised looked at on average 19 pages per person – 33pc more than if the site was not optimised (12 pages).
“This study has shown that, across a number of measures, optimising websites increases consumer engagement,” said IAB’s senior mobile manger, Alex Kozloff. “Though it is encouraging seeing that 40pc of the top UK advertisers are sitting up and listening to this, we still have work to do with the rest.”