94% of top UK advertisers’ sites now mobile optimised

The Mobile User Experience Audit from the Internet Advertising Bureau (IAB) looked at the user experience of the mobile sites of the top 50 advertisers (by media spend) in the UK, using seven measurements including site load speeds, easy viewability and concise menus.

It found that 46% have a responsive design website across desktop and other devices, while 48% have a separate version specifically optimised for mobile. It was found that in five of the seven mobile measurement criteria, the separate mobile websites scored more highly.

“It’s great to see that 94% of the top advertisers in the UK have an optimised site which reflects where people are choosing to spend their connected time,” said Mike Reynolds, the IAB’s mobile manager. “It was interesting to see that separate mobile sites scored higher against the user experience measures we looked at.

“This highlights the need for those advertisers approaching mobile with responsive web design to think differently about the content they serve on mobile devices, and pull in the unique functionality that makes mobile such an engaging device.”