Brands falling behind with mobile, expert claims

Some UK businesses still need help to understand the benefits offered by mobile, one expert believes.

Jon Mew, the Internet Advertising Bureau’s (IAB) mobile and operations director, says that while some businesses are up to speed with their mobile sites and apps, others are struggling to keep up.

As part of its latest audits, the IAB tracked the mobile presence of the UK’s 50 biggest advertising spenders from the finance sector. The results of the study show that 25 per cent of the firms have no mobile presence at all. The researchers also looked other sectors, with the data showing that responsive sites are being used by only two per cent of retail brands and four per cent of travel firms.

Mr Mew was quoted by as saying: “These audits have been a fantastic benchmarking tool to help us gain an understanding on where brands across retail, travel and finance really are with their uptake on mobile.

“We hope to work with these brands more throughout 2014 to help them understand the possibilities and opportunities that mobile can offer.”

Interestingly, the data shows that brands are prioritising applications over responsively designed websites. According to, only 22 per cent of those questioned have optimised sites in place, while 70 per cent own apps.

The dedicated apps used by the finance firms tend to offer a variety of features. The majority (64 per cent) enable users to transfer money from one account to another, while almost half (43 per cent) use GPS to help customers find their nearest cashpoints.

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