A third of the UK’s top 100 advertisers (36%) still don’t have mobile optimised sites, according to a new report from the IAB.

However there has been a slight improvement since the survey was last carried out six month ago, when it found that 42% of the top advertisers did not have a mobile web presence.

The new study also includes European advertisers as a benchmark, revealing that just over half (54%) of sites across Italy, Spain, Germany and France are now mobile ready.

The UK is also apparently leading the way when it comes to responsive design, which is seen as one of the most effective methods of delivering an effective multichannel user experience.

Around a quarter (24%) of the UK’s top advertisers have a responsive site, including Disney, Chanel, Sky and Sainsbury’s. However the latter has only used responsive design for its banking business, not for the corporate or groceries sites.

Looking at the other European nations, only 15% of Spanish sites are responsive, 13% in France and Italy, and 7% in Germany.

For more information on responsive design read our posts looking at 10 brilliant examples of responsive design in ecommerce and 14 brands that increased conversion rates via responsive design.

Econsultancy’s own research revealed similar findings, as a survey of 360 marketers found that more than half of them had a mobile optimised site (55%), of which 46% were using responsive design.

How do you optimise the mobile experience? 

The Reducing Customer Struggle Report 2013 also highlights the importance of having a mobile optimised site, as around three-quarters (72%) of responding companies say that mobile accounts for more than 10% of traffic, up from 52% in 2012. 

On average, survey respondents indicate that 19% of their total traffic is via mobile devices, up from 17% the previous year. 

How much of your total traffic is via mobile devices?

The IAB UK European Mobile Optimisation site study was carried out in February 2014 in partnership with Kantar Media across the top 100 advertisers in each of the five EU countries for the period H2 2013.

David Moth

Published 23 April, 2014 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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