The vast majority of the UK’s biggest advertisers have failed to embrace so-called responsive design – which allows websites to automatically adjust when viewed on different devices – with only 11 out of the top 100 having implemented the technology.
According to the Internet Advertising Bureau (IAB), which carried out the research, the figure is “encouraging”, although not everyone is convinced the technology is worthwhile.
The research, from the “third wave” of the IAB’s study on the prevalence of mobile optimised websites among leading advertisers in the UK, names Peugeot, Nissan, Direct Line, Go Compare, Sainsbury’s Bank, Sky, EE, Microsoft, Colgate-Palmolive, the Department of Health and Chanel as those using the technology.
Alex Kozloff, the senior mobile manager at the IAB, said: “It’s encouraging to see the speed at which advertisers are embracing this and really thinking about how consumers interact with their brand. Responsive design is the next stage in mobile optimisation and represents a truly multi-platform experience that enables users to have the best surfing experience on whatever device they’re using.”
While responsive design means brands do not have to develop a separate code to deliver mobile-ready content, a more bespoke approach means companies can prioritise features and functions most likely to be relevant to mobile users, such as store locations and bank balances.
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RT @DM_editor: Only 10% of big brands use responsive design, although IAB says it’s encouraging http://t.co/tJC4ibNSs1 #directmarketing #d…