Majority of advertisers now have mobile optimised sites

The top 250 mobile audit is the seventh mobile audit released by the IAB, taking an in-depth look at the uptake of mobile across the top spending advertisers.

The research, carried out in February 2015, revealed that there are still more than 10% of the top 250 UK brands running mobile display campaigns without a mobile optimised site.

Looking at the break down of the different sectors – 94% of automotive brands have a mobile optimised site ( 39% of which were responsive web design and 55% were separate mobile sites), 87% of travel brands have a mobile optimised site and 72% of FMCG brands.

The majority ( 64%) of the top spending UK retailers have a transactional mobile site, however this has only increased by four percentage points in the past two years. A large percentage ( 68%) of the top 250 UK advertisers have an app but when looking at the retail sector specifically only 32% had a transactional app, this has only increased by two percentage points since June 2013.

The IAB partnered with analytics platform App Annie to identify the top 100 apps (ranked by 2014 downloads) for the brands audit. Several retail advertisers were at the top of the list such as Argos, eBay, Kindle and Amazon. 

The survey found that some brands still have no mobile presence: 7% of travel, 9% of FMCG, 7% of retail, 6% of social and political organisational and 5% of tech and telecomms brands have no mobile presence.

As part of the study, each brand was given a mobile score, based on 10 mobile KPI’s. Among the brands that scored eight or above and were classed as ‘star performers’ were Disney, Tesco, Seat and Lego.