57 of the UK’s top 100 brands now have a mobile-optimised website, according to the Internet Advertising Bureau UK. That’s a 54% increase from just six months ago, when only 37 of the top 100 brands had optimised their websites for mobile.
The research found that FMCG (fast-moving consumer goods) was the sector with the greatest amount of mobile optimisation. Of the 14 FMGC sites in the survey, 79% were mobile optimised. The second-best sector was automotive, where 73% of the 26 sites were optimised.
When it comes to overall mobile marketing activity, the FMCG sector showed the largest percentage increase (up 267%), followed by media (up 150%) and tech & telecoms (up 150%).
Alex Kozloff, Senior Mobile Manager at the IAB, said “Our research shows that the industry is moving in the right direction, however with over 40% 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.”