Just 11% of the UK’s 100 highest spending advertisers have websites designed to automatically display content relevant to the device used, according to research from the Internet Advertising Bureau (IAB).
‘Responsive design’ means that content is optimised to reflect whether a consumer is using a PC, laptop, tablet or smartphone to visit the website.
The research, from the third wave of the IAB’s study on the prevalence of mobile optimised websites amongst leading advertisers in the UK, reveals the eleven using responsive design are Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel.
The automotive and technology/telecoms sectors have the highest percentage of brands in the top 100 with 17% using responsive design followed by finance with 14%.
“Responsive design is the next stage in mobile optimisation and represents a truly multi-platform experience that enables users to have the best surfing experience on whatever device they’re using,” said IAB’s senior mobile manager, Alex Kozloff.
“It’s encouraging to see the speed at which advertisers are embracing this technology and really thinking about how consumers interact with their brand.”
The mobile optimisation study also reveals that, in August 2013, 58% of the top 100 advertisers in 2012 had a website whose home page was optimised to automatically display content in the most appropriate way for smartphones.
