BARCELONA – In a world where people are consuming more content on their mobile phones than any other device, it is imperative for brands to keep up. According to MAGNA, the intelligence, investment and innovation unit of IPG Media Brands, consumers dedicated 33% of their time to mobile devices and only 25% to Live TV in 2016. And by 2021, time spent on mobile would rise to 37% while Live TV consumption would drop to 22%.
Launched in the Mobile World Congress, mobile marketing and technology agency Ansible, global market research firm YouGov, and Google released the first ever MDEX, the definitive ranking of the world’s most “mobile ready” brands.
Over 2,000 brands were surveyed in 15 major markets including Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, United States, United Kingdom and Uruguay. The criteria considered quantitative components such as Google Search Rankings, Google Mobile Site and App Design Principles, Google Mobile Page Insights and Friendliness Score, Webpagetest.org Results, Consumer Usability Survey, executed in partnership with YouGov and Mediabrands Insights, Ansible mobile site content analysis, based on three categories; persuasion, teachability, and ability to captivate users, Ansible insights and analysis, consisting of product, data and research analysts, who collaborated on survey development and execution framework, along with data aggregation and analysis, as well as qualitative components like discoverability, mobile optimization, utility and usability, navigation and content and driving desired actions.
“The MDEX methodology synthesizes multiple data to create a truly multidimensional view into the consumer mobile experience, and lays out a clear path for brands to innovate around their mobile web experience,” said Jake Gammon Head of Omnibus, US, YouGov.
Based on these factors, Facebook emerged as the number one out of ten “mobile ready” brand followed by Amazon, and surprisingly by 7-Eleven and Hyundai, ranking higher than tech companies Microsoft and Google which are on the 5th and 7th spots respectively. Lifestyle brands Nike and Adidas ranked 6th and 8th while shopping brands OLX and Target are on the two bottom spot.
WORLD’S TOP 10 MOST “MOBILE READY” BRANDS
1. Facebook
2. Amazon
3. 7-Eleven
4. Hyundai
5. Microsoft
6. Nike
7. Google
8. Adidas
9. OLX
10. Target
“The MDEX is a first-of-its-kind study that provides IPG Mediabrands clients with the tools, knowledge and platform insights needed to be at the forefront of mobile,” said Travis Johnson, Global CEO at Ansible. “A dynamic and robust mobile strategy is critical for brands in today’s marketing ecosystem. The MDEX will serve as the cornerstone of our client advisory services and strategic offerings.”
To see the full MDEX, please go to http://www.themdex.com/mdex/.
