A number of top automotive brands – including Audi, Volkswagen and Peugeot – have embraced mobile, with 90% of the UK’s top 50 brands creating a mobile optimised website, the Internet Advertising Bureau (IAB) noted.
The Mobile Automotive Audit, conducted this month by the IAB UK, researched spending trends of the top automotive brands when it came to advertising, in a bid to look into their uptake of the mobile channel. A number of different KPIs were checked in the study, including the following:
– Whether the brand has a mobile-friendly site
– If the brand website is tablet friendly
– The brands paid search is mobile optimised
– The brand has a mobile IOS and Google Play app
– The brand has a tablet IOS and Google Play app
Other KPIs were also measured. This study came after similar studies were conducted on the mobile presence of retail, travel, FMCG, tech, telcos and finance brands.
The results found that the majority of brands had a mobile app (80%), and 74% had both a mobile app and a mobile optimised site. Only 2% of the top 50 brands had absolutely no mobile presence. It was found that mobile search was an incredibly important factor for a number of the brands, with 66% looking to optimise their mobile search capabilities and 29% looking to optimise by including a click-to-call or ‘get directions’ service.
Alex Kozloff, the head of mobile at IAB, called the results “really encouraging” and reiterated that it was “great to see a sector that is performing so well across mobile.” Some of the brands that scored top marks in each of the KPIs were AA, Audi, KIA and Peugeot.