Quarter of UK's top finance brands have no mobile website, apps

The IAB UK's latest mobile audit reveals that, among the top 50 finance companies (including banks, loan providers and insurers) spending the most on advertising in the UK, 24% do not have a mobile presence. That is to say, they do not have a mobile website nor an app.

The audit was carried out using several different key performance indicators including whether the brand had a mobile optimized website, tablet specific use, responsive web design, mobile optimized search and apps.

"It's evident that whilst some brands have really grasped the fundamentals of mobile marketing some are still lagging behind," said IAB's Mobile and Operations Director, Jon Mew. "We hope to work with these brands more throughout 2014 to help them understand the possibilities and opportunities that mobile can offer."

However, there are some star performers. Natwest, Bupa and Hiscox all scored highly against the key performance indicators. Furthermore, 22% of the 50 finance firms had responsive web design - a larger proportion than within the retail (2%) or travel (4%) industries.

The IAB's research also revealed that banks, in particular, were making the most of mobile apps. Seventy percent of banks had a mobile app of which 64% allowed consumers to transfer money between accounts.

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Tags: brand marketing, finance, IAB, mobile apps, mobile marketing, UK