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 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

Contributors

IAB Poland in partnership with Mindshare Poland

Focus on: Retail

96% of top 50 UK retailers have a mobile optimised site

UK

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96% 92% 85% 79% 76% 76% 74% 70% 67%

Mobile optimised site

Europeanaverage

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

82% of the top 50 UK retailers have a transactional

mobile site

64% Of the top 50 UK

retailers have a

GPS store locator

on their 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

72% of the top 50 UK retailers have an iOS mobile app

UKIta

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Aust

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72%68%

63%58%

54% 52%

48%

34% 31%

68% 68%63%

56%60%

50% 50%

34% 31%

iOS mobile app Android 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

48% Of the top 50 UK retailers

have a

GPS store

locator on their mobile

app

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

Focus on: Automotive

92% of the top 25 UK automotive brands have a mobile optimised site

Italy

Pola

nd UK

Irela

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Aust

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Spai

n0%

10%20%30%40%50%60%70%80%90%

100%

100% 92% 92% 88% 80% 72% 68% 63%44%

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

28% of the top 25 UK automotive brands have GPS store locator on their mobile site

28% of top 50 UK automotive brands have GPS store locator on their mobile site, compared with

the European

average at 62%*

60% of top 50 UK automotive brands have book a test drive

functionality on their mobile site, compared with the European

average at 80%**Base: top automotive brands across 9 European markets (n=219) Source: IAB Europe, Advertiser Mobile Audit Report

84% of UK automotive brands have a mobile app

100% 100% 100%

84%

72%68%

56%

16%

5%

96%100%

84% 84%

68% 68%

36%

12% 11%

iOS mobile app andriod 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

20% of UK automotive brands have GPS store locator within their app

20% of UK automotive brands have GPS store locator within their app, with the European

average at 36%*

16% of UK automotive brands have book a test drive functionality within their app, with the European average at

21%**Base: top automotive brands across 9 European markets (n=219) Source: IAB Europe, Advertiser Mobile Audit Report

Conclusions

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%