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Consumers most engaged with mobile-ready sites

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30th Aug 2012
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Advertisers with a mobile-optimised website enjoy increased engagement from consumers than those without a mobile presence, new research has shown.

The Internet Advertising Bureau and GSMA Mobile Media Metrics (MMM) studied the top 100 UK advertiser websites across a range of sectors and found that advertisers with a mobile-specific site experienced an average dwell time of five minutes from consumers, two minutes longer than advertisers without.

Additionally, the research showed that consumers who visit an advertiser site that is mobile-optimised looked at an average of 19 pages per person - 33% more than if the site was not optimised (12 pages).

With over 14m people in the UK accessing the internet from their phones every day, brands must ensure their content is easily viewable online, said IAB. But there is still a way to go with 60 of the top 100 brands still missing out on the opportunity to engage due to non-optimised mobile sites.

IAB’s senior mobile manger Alex Kozloff said: “This study has shown that, across a number of measures, optimising websites increases consumer engagement. Though it is encouraging seeing that 40% of the top UK advertisers are sitting up and listening to this, we still have work to do with the rest.”

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