Mobile Site Optimisation Study In cooperation with comScore iabuk.net/contact

Manually checked top 100 advertisers websites spoofing a mobile phone (Googles GetMoMeter) Checked each site and divided into two groups: optimised + non optimised Used comScore GSMA MMM data to count total Visits/Duration/PageViews to these advertisers sites (including MO and non MO traffic) Where an advertiser has a MO site – we have assumed that, when a mobile device accesses the site, 100% of the pages served are MO Operators were exception to the norm with 2 sites- a normal site and a portal. For this study we categorised them as optimised looking at portal only traffic. Methodology Source: IAB Optimised Site Study, Please use as a directional study only - this research doesnt use a like for like control group and doesnt account for other factors that might influence the consumer behavior e.g. application usage.

Top 100 advertiser websites 63%37% Vs. Non - Optimised Optimised Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

The average minutes per visitor increased by 2 minutes on optimised sites Definition: Average Minutes per Visitor The average number of minutes spent on the website during the month, per visitor. Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

There are 33% more average pages per visitor on optimised sites Definition: Average Pages per Visitor The average number of pages viewed during a month by persons visiting the website. Source: IAB Optimised Site Study, GSMA Mobile Media Metrics (MMM) in partnership with comScore

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