IAB European Mobile Optimised site study UK, France ...€¦ · IAB European Mobile Optimised site...

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

iabuk.net/contact

iabuk.net/contact

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%


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


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%


Telecomms


Europe H1 2014 UK H1 2014

UK Average :

64%

Europe

Average: 54%

Percentage uplift between UK and European metrics


-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%


Telecomms


Europe H1 2014 France H1 2014

France Average:

52%

Europe

Average: 54%

Percentage uplift between French and European metrics


+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%


Telecomms


Europe H1 2014 Italy H1 2014

Italy Average:

50%

Europe

Average: 54%


-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%


Telecomms


Europe H1 2014 Germany H1 2014

Germany

Average: 60%

Europe

Average: 54%


+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%


Telecomms


Europe H1 2014 Spain H1 2014

Spain Average:

45%

Europe

Average: 54%


-53%

-52%-54%

-8%

Percentage uplift between Spanish and European metrics

-55%

8%

Responsive Web Design

iabuk.net/contact

iabuk.net/contact

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

iabuk.net/contact

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%


15%

13%8%

24%

13%

Brands that have Responsive Design - UK


24%

Brands that have Responsive Design -

France


13%


Spain


15%


Germany


8%


Italy


13%

Page Speed

iabuk.net/contact

iabuk.net/contact

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.

iabuk.net/contact

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)

iabuk.net/contact

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


Average mobile PageSpeed score across

sectors – UK

59 59 60 5764

55

66 64 63 6155

49

Tech &Telecomms


Mobile Desktop

UK average H2 2013: 60



Average mobile PageSpeed score across

sectors – UK

59 59 60 5764

55

66 64 63 6155

49

Tech &Telecomms


UK H1 2014 UK H2 2013




Average desktop PageSpeed score across

sectors – UK

7165

71 7267 65

7466

70 7266

60

Tech &Telecomms


UK H1 2014 UK H2 2013





score across sectors – France

60

49

61 61 6258

74

6269 70 68 68

Tech &Telecomms


Mobile Desktop





score across sectors – Germany

6758

65

5561

56

8072 74

68 67 64

Tech &Telecomms


Mobile Desktop





score across sectors – Spain

54 5752

61 60 5965 64 63

7163

70

Tech &Telecomms


Mobile Desktop





score across sectors – Italy

57

4854

48

6561

6558 61

69 6872

Tech &Telecomms


Mobile Desktop




iabuk.net/contact

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

Questions?

[email protected]

iabuk.net/contact

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