Britain’s biggest brands keener on mobile websites

The UK’s top businesses are slowly beginning to realise the benefits of having a mobile website, according to new research.

A study by the Internet Advertising Bureau (IAB) has indicated that 57 of the country’s top 100 brands now have a website optimised for mobile. That’s up from 37 just six months ago.

Fast-moving consumer goods companies (FMCG) were found to be the most likely type of business to have invested in a mobile website. According to, 11 out of the 14 FMCG brands examined now have one.

Perhaps it will be no surprise to hear that this was the sector where mobile marketing activity had increased the most in the last six months.

Businesses with high-quality mobile websites might be more confident sending web links to consumers as part of their SMS marketing campaign, especially considering the rapid growth of smartphone ownership. This certainly appears to be a growing trend in the SMS marketing industry as a whole.

In an interview with, IAB senior mobile manager Alex Kozloff appeared pleased that mobile website adoption rates were accelerating amongst the UK’s top brands.

He said: “Our research shows that the industry is moving in the right direction, however, with over 40 per cent of the top 100 brands still not optimised, there is still more to do to encourage brands to integrate mobile into their wider strategies.”

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