30 th October 2014 Maeve OMeara Marketing Manager IAB Ireland Background The purpose of the study was to measure the quality of the consumer experience on Mobile The study looks at the ID: 815739
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Slide1
IAB Ireland Mobile Audit
30th October 2014
Maeve O’Meara
Marketing Manager, IAB Ireland
Slide2Background
The purpose of the study was to measure the quality of the consumer experience
on Mobile.
The
study looks at the
Top 100 Advertisers in Ireland* and assesses how ‘mobile-ready’ they are: Mobile OptimisationResponsive DesignAppsPage SpeedSimilar study conducted August 2012 (UK only) and subsequently in February 2014 in UK, France, Germany, Italy and Spain - The audit was conducted in Ireland during September 2014
* Nielsen top 100 Advertisers (May 2014)
Slide3Why is this important?
‘The Golden Age of Entitlement’ – as consumers adopt, their expectations have gone way up4 entitlements of this golden age:Instant Gratification
A decision free lifestyleComplete TransparencyA seamless experience
Source: Harris Interactive / Webby Awards Research 18-44 year olds (2014)
Slide4Mobile: a screen first a phone second
Facebook IQ: Study looking to understand the behaviours and motivators of 25-34 year olds found 3 main insights:
Online is the new OfflineMobile is the first ‘screen’
FOBO is the new FOMO
Mobile is the most universally intimate marketing channel
Source: Facebook IQ study 25-34 year olds (2014)
Slide5We love our Mobiles!
‘…the research also shows that the Irish online consumer is unforgiving. If issues are encountered while accessing websites via a smartphone 25% will find another site that works better rather than trying on another device
.’
In
Ireland, 65
% use their smartphone to go online 38% use a tablet – ‘Irish consumers are online and loving the experience, while many Irish businesses are still playing catch up.’ Cera Ward, GoogleSource: Google Consumer Barometer Oct 2014
Slide6Methodology
Mobile Optimisation:Checked manually on mobile phone – looked specifically at ‘Homepage
Optimisation’Responsive Design:Dragged corner of desktop website to see if the site responds dynamically to resizing browser window - Used Google Chrome
PageSpeed
:
Tested Desktop and mobile homepage using Google’s Page Speed Insights tool (https://developers.google.com/speed/pagespeed/insights/)Apps:Manual checking to see who had iphone, ipad, Google play phone and / or Google play tablet apps
Slide764%
64%
52%
45%
50%
Homepage - % Mobile Optimised
54%
Source: EU, UK, Spain, Germany, France, Italy:
iab
/Kantar Media European Mobile Optimisation Study, February 2014
60%
56%
Slide8% Homepage optimised by sector 2014 – Ireland
81%
78%
73%
45%
50%
Slide9Comparison by sector Ire v EU % Mobile optimised
Slide1024%
64%
13%
15%
13%
% using responsive design
15%
Source: EU, UK, Spain, Germany, France, Italy:
iab
/Kantar Media European Mobile Optimisation Study, February 2014
8%
24%
Slide11% Responsive by sector 2014 - Ireland
Slide1259
64%
59
58
58
Average mobile page speed score
59
Source: EU, UK, Spain, Germany, France, Italy:
iab
/Kantar Media European Mobile Optimisation Study, February 2014
60
53
Slide13Average Mobile PageSpeed scores by sector – Ireland
Slide14Average PageSpeed
Scores across sectors - Ireland (Mobile & Desktop)
Slide15% who have Apps
Slide16% Apps across Sectors
Slide17Star Performers
Slide18Key take aways
Ireland is up there with our European Neighbours in terms of mobile-readiness. Irish Advertisers have recognised
the Mobile Opportunity.We know that:
Mobile is mandatory for all brands looking to reach consumers - consumers have very high expectations and expect a fantastic experience online on any
screen.
Fast and optimised pages lead to higher visitor engagements, retention and conversion.If your brand is not ‘mobile ready’ and providing the best possible experience for consumers across screens, you are missing out on customers
Slide19Thank you
Infographic
and
full presentation now on:
www.iabireland.ie