Facebook, Amazon, 7Eleven, Hyundai, Microsoft, Nike, Google Adidas OLX and Target top by most to least mobile Ansible’s MDEX index of most mobile brands in the world.
The MDEX determined each brand’s mobile performance against five dimensions: Discoverability, Mobile Optimization, Navigation and Content, Utility and Usability, and Driving Desired Actions.
MDEX rankings and report has been unveiled today at the Mobile World Congress, currently being held in Barcelona from 27th February to 3rd March.
Ansible’s MDEX is a global index of the mobile assets featuring the top-ranked brands from around the world. Measuring for both mobile presence and performance, the report surveyed across four global regions, analyzing more than 2,000 brands across 15 countries. Each brand’s mobile assets and capabilities were assessed through qualitative and quantitative analysis, plus a consumer usability study featuring 60 measurement criteria.
Ansible has also indexed the mobile readiness of brands in each country across industries, as well as overall strategic digital initiatives. The results illustrate each brand’s strengths and areas for improvement relative to other brands. This includes a comprehensive breakdown of criteria and in-depth brand analysis for key impact areas across mobile.
“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.”
Ansible quotes some data showing why being mobile first is key fro brands: A 46% of mobile phone users expect their page load times to be almost as fast or equal to their desktop -in the USA-; Consumer mobile usage outpaces mobile advertising spend by 3x 2; 87% of shoppers look for product information before visiting the store, 79% while in the store, and 35% after they leave the store.
Ansible also underscores that of the 3.773Bn active Internet users, 3.448Bn are active mobile internet users. And last, but not least important, today there are 4.917Bn unique mobile users, which account for 66% of the world’s population.
“Similar to the D100, the MDEX underpins our efforts to be the catalyst of change management and transformation for brands by harnessing the power of dynamic marketing to drive future-forward global strategies for our clients,” said Henry Tajer, Global CEO at IPG Mediabrands.
“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 -also partnerin for this report-.
The premise behind this global study is to examine how brands have and continue to adapt to the rapid shift in consumer engagement and behavior. According to MAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, in 2016, consumers dedicated 33% of their time to mobile devices, compared with 25% to Live TV. By 2021, MAGNA projects that consumers will raise their mobile consumption to 37%, with Live TV consumption decreasing to 22%.
Image over the headline.- Image over the headline.- Travis Johnson (Global CEO at Ansible) uneils MDEX outcomes at the Mobile World Congress 2017. © GSMA
Related external links:
To get the MDEX full report, click here
