The number of top brands with mobile sites has increased by 54 per cent in the past six months, according to research by IAB UK. 

Previously, only 37 of the top 100 UK advertisers, across a range of sectors, had a mobile-optimised site. That number has since grown to 57, pushing it into the majority – but theres still a long way to go until mobile-optimised is the norm.

Coming out on top were FMCG brands, with 11 of the 14 examined having mobile sites – and FMCG also proved the sector with the biggest increase in mobile marketing activity over the last six months, up 267 per cent.

The biggest growth came in the Media and Tech & Telcoms sectors, both up 150 per cent.

“Our research shows that the industry is moving in the right direction,” said IAB senior mobile manager, Alex Kozloff. “However, with over 40 per cent of the top 100 brands still not optimised there is still more to do to encourage brands to integrate mobile into their wider strategies. It is encouraging to see that the effort the IAB, our mobile council and the wider industry has put into this area is starting to pay off and we will continue to work with our members to help companies make mobile mandatory in 2013.”