IAB European Mobile Optimised site study UK, France, Germany, Italy and Spain. February iabuk.net/contact

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1 IAB European Mobile Optimised site study UK, France, Germany, Italy and Spain February 2014 iabuk.net/contact 25 April 2014

2 Background 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 Methodology Checked manually on mobile phone» Homepage Optimisation Checked on desktop» Responsive Design

3 Mobile Optimisation iabuk.net/contact

4 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. iabuk.net/contact

5 Homepage - % Mobile Optimised 45% 64% 52% 54% xx% 64% 60% 50%

6 Summary % Homepage Optimised by Sector in UK +20% -3% +18% +28% H1 2014: 64% = average across all top 100 brands 100% 83% 85% 75% 73% 72% 73% 57% +13% 40% 45% +10% 20% 22% H2 2013: 58% = average across all top 100 brands Automotive Technology & Telecomms Retail Finance Media FMCG H H1 2014

7 Comparison by sector UK Vs. EU +18% 100% +55% 85% +16% 85% +22% 63% 73% 55% 60% 73% +13% 40% 45% 38% -42% UK Average : 64% Europe Average: 54% 22% Automotive Technology & Telecomms Retail Finance Media FMCG Europe H UK H1 2014

8 Summary % Homepage Optimised by Sector in 2014 France 85% -5% 81% +6% 63% 67% -31% 55% 38% 60% -25% 45% -10% 40% 36% 38% +16% 44% Europe Average: 54% France Average: 52% Automotive Technology & Telecomms Retail Finance Media FMCG Europe H France H1 2014

9 Summary % Homepage Optimised by Sector in 2014 Italy +11% 94% 85% +78% 63% -16% 53% 55% -18% 60% -45% 71% Europe Average: 54% 45% 33% 40% -29% 38% 27% Italy Average: 50% Automotive Technology & Telecomms Retail Finance Media FMCG Europe H Italy H1 2014

10 Summary % Homepage Optimised by Sector in 2014 Germany -6% +67% 100% 85% 80% +2% 63% 64% 55% -9% 50% 60% +18% 47% 40% +45% 38% 55% Germany Average: 60% Europe Average: 54% Automotive Technology & Telecomms Retail Finance Media FMCG Europe H Germany H1 2014

11 Summary % Homepage Optimised by Sector in 2014 Spain Percentage uplift between Spanish and European metrics 85% -8% 78% 63% -54% 55% -52% 60% -53% 8% Europe Average: 54% 40% 38% 41% Spain Average: 45% 29% 25% 29% 19% Automotive Technology & Telecomms Retail Finance Media FMCG Europe H Spain H1 2014

12 Responsive Web Design iabuk.net/contact

13 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

14 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%) iabuk.net/contact

15 % Using Responsive Design 15% 13% 15% 24% 8% 13%

16 Brands that have Responsive Design - UK 24%

17 Brands that have Responsive Design - France 13%

18 Brands that have Responsive Design - Spain 15%

19 Brands that have Responsive Design - Germany 8%

20 Brands that have Responsive Design - Italy 13% ource: iab/kantar Media European Mobile Optimisation Study, February 2014

21 Page Speed iabuk.net/contact

22 Speed Test Methodology; - Tested desktop and mobile homepage using Google s PageSpeed Insights tool ( ed/insights/) Why? - To measure the quality of the consumer experience based on page loading time. iabuk.net/contact

23 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

24 Average Mobile PageSpeed Score iabuk.net/contact

25 Average mobile and desktop PageSpeed score across sectors Europe Mobile Desktop Average desktop speed: 68 Average mobile speed: Tech & Telecomms Media Retail Finance Automotive FMCG

26 Average mobile PageSpeed score across sectors UK Mobile Desktop UK average H2 2013: 60 UK average H1 2014: Tech & Telecomms Media Retail Finance Automotive FMCG

27 Average mobile PageSpeed score across sectors UK UK H UK H UK average H2 2013: 60 UK average H1 2014: Tech & Telecomms Media Retail Finance Automotive FMCG

28 Average desktop PageSpeed score across sectors UK UK H UK H UK average H1 2014: 69 UK average H2 2013: Tech & Telecomms Media Retail Finance Automotive FMCG

29 Average mobile and desktop PageSpeed score across sectors France Mobile Desktop Average desktop speed: 69 Average mobile speed: Tech & Telecomms Media Retail Finance Automotive FMCG

30 Average mobile and desktop PageSpeed score across sectors Germany Mobile Desktop Average desktop speed: 71 Average mobile speed: Tech & Telecomms Media Retail Finance Automotive FMCG

31 Average mobile and desktop PageSpeed score across sectors Spain Mobile Desktop Average desktop speed: 66 Average mobile speed: Tech & Telecomms Media Retail Finance Automotive FMCG

32 Average mobile and desktop PageSpeed score across sectors Italy Mobile Desktop Average desktop speed: 66 Average mobile speed: Tech & Telecomms Media Retail Finance Automotive FMCG

33 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 iabuk.net/contact

34 Questions? iabuk.net/contact