IAB European Mobile Optimised site
study
UK, France, Germany, Italy and Spain
February 2014
23 April 2014iabuk.net/contact
1. Study was first conducted in August 2012 (UK Only)
2. The first study of 2014 was conducted in partnership
with Kantar Media, includes five countries, UK, France,
Germany, Italy and Spain
3. This study looks at the growth from August 2013 –
February 2014
4. Methodology• Checked manually on mobile phone
» Homepage Optimisation
• Checked on desktop
» Responsive Design
Background
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Mobile Optimisation
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Optimised Design: Topline Findings
• In the UK, there is a clear awareness of a need to optimise
among Top 100 advertisers; more of this year’s Top 100 had an
optimised site
• The UK also demonstrated an average score of 64%for
optimisation across the nations tested
• The automotive industry scored highest as a pan-European
average for optimisation (85%); FMCG sites performed lowest
(37%). This could be attributable to the fact that automotive sites
are far more consumer facing, whereas FMCG sites such as
less likely to be visited.
xx%64%
64%52%45%
50%
Homepage - % Mobile Optimised
54%
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
60%
83%75% 72%
57%
40%
20%
100%
73%85%
73%
45%
22%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
H2 2013 H1 2014
Summary % Homepage Optimised by Sector in 2014 - UK
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
H2 2013: 58% =
average across
all top 100
brands
H1 2014: 64% =
average across
all top 100
brands
+10%
Percentage uplift between UK H2 2013 / UK H1 2014
+13%
+28%
+18%-3%
+20%
Comparison by sector UK Vs. EU
85%
63%55% 60%
40% 38%
100%
73%85%
73%
45%
22%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
Europe H1 2014 UK H1 2014
UK Average :
64%
Europe
Average: 54%
Percentage uplift between UK and European metrics
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
-42%+13%
+22%+16%
+18%+55%
Summary % Homepage Optimised by Sector in 2014 – France
85%
63%55%
60%
40% 38%
81%
67%
38%45%
36%44%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
Europe H1 2014 France H1 2014
France Average:
52%
Europe
Average: 54%
Percentage uplift between French and European metrics
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
+16%-10%
-25%+6%
-5%
-31%
Summary % Homepage Optimised by Sector in 2014 – Italy
85%
63%55% 60%
40% 38%
94%
53%45%
33%
71%
27%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
Europe H1 2014 Italy H1 2014
Italy Average:
50%
Europe
Average: 54%
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
-29%
+78%
-45%-16%
+11%Percentage uplift between Italian and European metrics
-18%
Summary % Homepage Optimised by Sector in 2014 – Germany
85%
63%55% 60%
40% 38%
80%
64%50%
100%
47%55%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
Europe H1 2014 Germany H1 2014
Germany
Average: 60%
Europe
Average: 54%
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
+45%+18%
+67%
+2%
-6%
Percentage uplift between German and European metrics
-9%
Summary % Homepage Optimised by Sector in 2014 – Spain
85%
63%55%
60%
40% 38%
78%
29% 25% 29%19%
41%
Automotive Technology&
Telecomms
Retail Finance Media FMCG
Europe H1 2014 Spain H1 2014
Spain Average:
45%
Europe
Average: 54%
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
-53%
-52%-54%
-8%
Percentage uplift between Spanish and European metrics
-55%
8%
Responsive Web Design
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Responsive Design
• Methodology;
- Dragged corner of desktop website to see if the
site content responds dynamically to resizing
browser window
- Used Google Chrome
• Why?
- To understand advertiser uptake of responsive
website design
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Responsive Design: Topline Findings
• The UK demonstrated an average of 24%, and
was the only nation to perform above the
European average
• This was a result of an increase in UK Top 100
brands with responsive design, in comparison to
2013 (11%)
% Optimised Using Responsive Design
15%
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
15%
13%8%
24%
13%
Brands that have Responsive Design - UK
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
24%
Brands that have Responsive Design -
France
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
13%
Brands that have Responsive Design -
Spain
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
15%
Brands that have Responsive Design -
Germany
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
8%
Brands that have Responsive Design -
Italy
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
13%
Page Speed
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Speed Test
• Methodology;
- Tested desktop and mobile homepage using
Google’s PageSpeed Insights tool
(https://developers.google.com/speed/pagespe
ed/insights/)
• Why?
- To measure the quality of the consumer
experience based on page loading time.
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Pagespeed: Topline Findings
• There was little variance in average PageSpeed
scores between nations at a topline level, with no
country deviating more than 1 point from the pan-
European average
• The UK metric remains stable
• Across sectors, Technology & Telecomms had the
highest average desktop speed (71), and
automotive had the highest average mobile speed
(62)
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Average Mobile PageSpeed Score
58
5860
59
59
59
Average mobile and desktop PageSpeed
score across sectors – Europe
5954
58 5662
58
7164 68 70 67 68
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
Average desktop speed: 68
Average mobile speed: 59
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile PageSpeed score across
sectors – UK
59 59 60 5764
55
66 64 63 6155
49
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
UK average H2 2013: 60
UK average H1 2014: 59
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile PageSpeed score across
sectors – UK
59 59 60 5764
55
66 64 63 6155
49
Tech &Telecomms
Media Retail Finance Automotive FMCG
UK H1 2014 UK H2 2013
UK average H2 2013: 60
UK average H1 2014: 59
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average desktop PageSpeed score across
sectors – UK
7165
71 7267 65
7466
70 7266
60
Tech &Telecomms
Media Retail Finance Automotive FMCG
UK H1 2014 UK H2 2013
UK average H2 2013: 68
UK average H1 2014: 69
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile and desktop PageSpeed
score across sectors – France
60
49
61 61 6258
74
6269 70 68 68
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
Average desktop speed: 69
Average mobile speed: 59
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile and desktop PageSpeed
score across sectors – Germany
6758
65
5561
56
8072 74
68 67 64
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
Average desktop speed: 71
Average mobile speed: 60
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile and desktop PageSpeed
score across sectors – Spain
54 5752
61 60 5965 64 63
7163
70
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
Average desktop speed: 66
Average mobile speed: 57
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
Average mobile and desktop PageSpeed
score across sectors – Italy
57
4854
48
6561
6558 61
69 6872
Tech &Telecomms
Media Retail Finance Automotive FMCG
Mobile Desktop
Average desktop speed: 66
Average mobile speed: 56
Source: iab/Kantar Media European Mobile Optimisation Study, February 2014
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Summary
• The UK Top 100 have the most optimised sites of the
countries we researched; levels across Europe vary
• More Top 100 UK advertisers are also utilising responsive
design than last year – far more than their European counterparts.
• PageSpeed scores are in line across Europe – the UK’s metric
remains stable in comparison to August 2013
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