According to a report in June 2013 by Deloitte, the percentage of smartphone owners in the UK has reached 72%. Mobile devices are clearly becoming ubiquitous, but are UK businesses and brands adapting to the changing mobile landscape?
In order to answer this question, The Search Agency UK evaluated the mobile sites of the FTSE 100, the companies with the highest market capitalization on the London Stock Exchange. The resulting report follows the methodology used in The Search Agency’s previous mobile scorecard reports, which evaluated the Fortune 100 and 100 top multichannel retailers. Each site was assigned a total score out of five based on five factors: load speed, site format, calculated download speed, social media presence, and app presence.
Here are some of the interesting findings from the UK’s evaluation:
- Although Google has established Responsive Web Design (RWD) as the industry best practice, the 20 highest ranking sites on the mobile scorecard use dedicated mobile sites rather than RWD. This was very similar to the US report.
- Only 2 out of the 100 sites use RWD. Of the remaining 98 companies, 42 use dedicated mobile sites, while the other 56 do not provide a separate mobile experience from the desktop version of the site.
- The average score for all companies in the study was 1.99 out of 5. The US average was 2.31.
- Only 1 out of 100 sites loaded in under 1 second, Google’s recommended time, while 37% of the sites exceeded 5 seconds.
- 43% of the sites linked to social media, while just 9% linked to apps.
- The mobile sites of major supermarkets, Tesco and Morrisons, performed the best, ranking first (with a score of 4.38) and second (4.12) respectively.
Check out the full Mobile Experience Scorecard Report for the FTSE 100 to see how other companies scored and to get insight about strategies for optimizing the mobile experience.
Special thanks to Adam Keyes, Content & Promotions Executive, for compiling the data for this report.
- The UK’s Mobile Experience Scorecard Report: FTSE 100 - February 27, 2014
- Are We Ready to Break the (Google) Glass Ceiling? - May 1, 2013
- Is it Time to Take the Tablet? The Rise and (Possible) Fall of a Digital Device - January 14, 2013
- Google’s Mobile PPC Problem – Has The Giant Peaked? - October 26, 2012
- When Google Gets It Wrong - September 12, 2012
- Google’s Phrase Search Frustration - June 12, 2012