UKs Top Telecoms Brands Embracing Mobile Optimisation

iab ukResearch by the Internet Advertising Bureau (IAB) UK has shown that 76 per cent of the UKs top 50 technology and telecoms brands have mobile optimised sites.

The study of the technology and telecoms sector was carried out in July 2014, across 50 brands who spent the most on advertising in the UK, gauging how quickly the mobile channel is been taken up.

The audit used several different KPIs, including whether the brand had a mobile friendly site (including whether it was a dedicated mobile site or a site using responsive web design), a tablet specific site, if they had optimised their search software for mobile, and whether or not they had an app.

The study found that 62 per cent of brands had both an app and mobile site, with 80 per cent overall having an app. The Google Play Store was slightly more popular than Apples App Store (with 72 per cent boasting an Android app, compared to 58 per cent with an iOS equivalent). However, 6 per cent of the brands had no mobile presence at all.

“The IABs mantra this year is to make mobile mandatory,” said Alex Kozloff, IABs head of mobile. “We believe that by producing this series of sector specific audits we are encouraging brands to get grips with mobile. Its no longer OK to ignore mobile – if youre looking at engaging, selling or even driving awareness for your brand amongst your consumers, then you need to be embracing this medium.”