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 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 ReportIAB 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 heresee here

Contributors IAB Poland in partnership with Mindshare Poland

Focus on: Retail

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