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BizReport : Mobile Marketing : January 30, 2013

57% of UK brands now have mobile-optimized websites

UK brands are moving in the right direction by optimizing websites for mobile. The Internet Advertising Bureau (UK) wants marketers to make mobile mandatory in 2013 as consumers increasingly browse the web on their mobile devices.

by Helen Leggatt

iab_logo.gifUnless you have been living under a rock for the past year or so, you'll have noticed that mobile has become a top consumer channel and an increasingly necessary marketing tool.

It's good to see, then, that brands have taken note of consumer preferences and behavior and are optimizing their websites for mobile users.

According to part two of the Internet Advertising Bureau (UK) mobile optimization study, there has been a significant drive among the top 100 UK brands to update their websites accordingly.

Overall, 57% of the top 100 brands now have a mobile optimized website that loads quickly and is easy for those using small screens and touch-screens to navigate. That's a 54% increase in just six months.

During 2013, the IAB will focus on getting brands to employ mobile marketing to engage with consumers, most of whom are now using their devices to browse the web more than they use their desktops.

"Our research shows that the industry is moving in the right direction, however with over 40% of the top 100 brands still not optimized there is still more to do to encourage brands to integrate mobile into their wider strategies," said the IAB's senior mobile manager, Alex Kozloff. "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."

Tags: brand marketing, m-commerce, mobile marketing, mobile optimization, UK, website development

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