Advertiser mobile audit report UK data cut Methodology Nine participating IABs (see slide 3) reviewed two advertiser sectors, automotive and retail, to establish how mobile ready the brands within those sectors are The top automotive and
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Presentation Transcript
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Advertiser mobile audit report – UK data cut<br>
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Methodology Nine participating IABs (see slide 3) reviewed two advertiser sectors, automotive and retail, to establish how mobile ready the brands within those sectors are
The top automotive and top retail brands according to total media spend in the local markets were audited during June and July 2015. 613 advertisers across the nine markets were audited in total
Desk research was used to manually check each brand against a set of criteria
This is a UK data cut of the IAB Europe, Advertiser Mobile Audit Report
For a more in depth look at UK advertisers uptake of mobile, IAB UK has also conducted a mobile audit of the top 250 UK brands see here<br>
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Contributors IAB Poland in partnership with Mindshare Poland<br>
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Focus on: Retail<br>
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96% of top 50 UK retailers have a mobile optimised site European
average 79% Base: Austria, 50; Bulgaria, 16; Ireland, 50; Italy, 48; Netherlands, 50; Poland, 50; Spain, 50; Turkey, 30; UK, 50 Source: IAB Europe, Advertiser Mobile Audit Report<br>
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82% of the top 50 UK retailers have a transactional mobile site 82%
of the top 50 UK retailers have a transactional mobile site *Base: top retail brands across 9 European markets (n=394) … compared with the European average of 57%* ….the same as the European average at 64%* Source: IAB Europe, Advertiser Mobile Audit Report<br>
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72% of the top 50 UK retailers have an iOS mobile app European average for
android
& iOS mobile app
55% Base: Austria, 50; Bulgaria, 16; Ireland, 50; Italy, 48; Netherlands, 50; Poland, 50; Spain, 50; Turkey, 30; UK, 50 Source: IAB Europe, Advertiser Mobile Audit Report<br>
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34% …of the top 50 UK retailers have a transactional app … compared with the European average of 26%* … compared with the European average of 40%* 34% of the top 50 UK retailers have a transactional app *Base: top retail brands across 9 European markets (n=394) Source: IAB Europe, Advertiser Mobile Audit Report<br>
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Focus on: Automotive<br>
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92% of the top 25 UK automotive brands have a mobile optimised site European average
78% Base: Austria, 25; Bulgaria, 19; Ireland, 25; Italy, 25; Netherlands, 25; Poland, 25; Spain, 25; Turkey, 25; UK, 25 Source: IAB Europe, Advertiser Mobile Audit Report<br>
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28% of the top 25 UK automotive brands have GPS store locator on their mobile site *Base: top automotive brands across 9 European markets (n=219) Source: IAB Europe, Advertiser Mobile Audit Report<br>
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84% of UK automotive brands have a mobile app European average,
iOS Mobile
app 68% European average,
Android mobile
app 63% Base: Austria, 25; Bulgaria, 19; Ireland, 25; Italy, 25; Netherlands, 25; Poland, 25; Spain, 25; Turkey, 25; UK, 25 Source: IAB Europe, Advertiser Mobile Audit Report<br>
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20% of UK automotive brands have GPS store locator within their app *Base: top automotive brands across 9 European markets (n=219) Source: IAB Europe, Advertiser Mobile Audit Report<br>
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Conclusions<br>
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Main take outs UK retailers are well optimised for mobile, 96% of UK retailers have an optimised site; 17 percentage points higher than the European average
82% of UK retailers have a transactional mobile site; ahead of the European average at 57%
72% of European retailers have an iOS mobile app; with the European average at 55%
20% of UK automotive brands have GPS store locator within their app; lower than the European average at 36%
16% of UK automotive brands have book a test drive functionality within their app; lower than the European average at 21%<br>
