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36% of UK brand sites not mobile optimized, lagging behind rest of Europe, finds IAB

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More than a third of the top 100 brands in the UK don’t have a mobile optimized site, with FMCG brands really lagging behind and automotive sector out in front, according to the European Mobile Optimisation study released today by the Internet Advertising Bureau (IAB).

The figure of 36% is down six per cent year-on-year, with IAB’s head of mobile, Alex Kozloff, explaining that it has “given excellent insight into how mobile is faring” and that sectors including automotive and retail are particularly excelling in the mobile space.

In the UK automotive sector 100% of sites are now optimised for mobile compared to the rest of Europe, where the average for mobile optimised sites was 85%. In comparison, the FMCG sector in the UK came slightly behind the rest of Europe with just 22% of sites optimised for mobile compared to 44% in France, 27% in Italy, 55% in Germany and 41% in Spain.

Looking at responsive design, 24% of the top 100 advertisers, including Sky, Sainsbury’s, Disney and Chanel, have a responsive site compared to 15% in Spain, 13% in France, Italy and 7% in Germany. Last year in the UK, this figure stood at 11%.

“Retailers and brands need to ensure that consumers are able to use their sites on these devices in order to maintain sales and growth, meaning optimization for mobile devices to ensure user experience is paramount,” comments Mark Russell, CEO of Optimus Performance Marketing. “At Optimus, have certainly seen a shift in daily sales patterns from a lunchtime bulge where people shopped from their work PC to sales now peaking in the evening with people shopping from their mobiles and tablet devices from the comfort of their sofas.”

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