Research released today by the Internet Advertising Bureau UK (IAB) reveals that 11 per cent of the UK’s 100 highest spending advertisers now have responsive design websites that are designed to automatically display content in the most appropriate way for whichever device a consumer is using. 

The research, from the third wave (August 2013) of the IAB’s study on the prevalence of mobile-optimised websites amongst leading advertisers in the UK, reveals the 11 using responsive design are Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel.

The automotive and technology/telecoms sectors have the highest percentage (17 per cent) of brands in the top 100 (both with two out of 12) using responsive design followed by finance with 3 out of 21 (14 per cent). 

“Responsive design is the next stage in mobile optimisation and represents a truly multi-platform experience that enables users to have the best surfing experience on whatever device they’re using,” said the IAB’s senior mobile manager, Alex Kozloff. “It’s encouraging to see the speed at which advertisers are embracing this technology and really thinking about how consumers interact with their brand.” 

The mobile optimisation study also reveals that, in August 2013, 58 per cent of the top 100 advertisers in 2012 had a website whose home page was optimised to automatically display content in the most appropriate way for smartphones.