The majority of companies have now abandoned their dedicated mobile sites in favour of responsive web design, according to the latest Investis IQ Rankings, released today. The IQ Rankings benchmark corporate websites and companies’ use of digital media, scoring them out of 100 for aspects including usability, corporate governance, corporate responsibility/sustainability (CSR), investor relations (IR), use of mobile and use of social media.
At the beginning of 2013, the dedicated mobile site was the number one choice for companies seeking to communicate with their mobile audience – with nearly two-thirds of all companies that had a mobile site solution choosing this option. Today, just 14% of companies with a mobile site solution have a dedicated mobile site while 86% have fully responsive websites.
Over the past four years, the proportion of visits to corporate websites from mobile devices has risen from 5% to 24%. After a slightly slow start, the number of companies with a fully responsive website or a dedicated mobile site has increased from 5% to 48%. However, given the importance of the mobile audience, this is a worryingly low percentage.
The situation improves when one includes companies that have made at least one section of their website mobile friendly – but, even then, 37% of companies are still not catering for their mobile audience and in some indices the situation is even worse.
Responding to the findings, Marcus Fergusson, Research Director at Investis, said:
“For some companies, with particularly complex or data-heavy websites, a dedicated mobile site with restricted content may still make more sense. But for the vast majority, a fully responsive site is the logical way to go.
“It’s good news that more companies than ever are using responsive and are offering a mobile-friendly site – but far too many are failing their audience entirely or (most noticeably in the States) have only made one section of their site mobile-friendly. These companies need to get with the mobile programme.”
We score each index once every six months: this quarter Investis scored the UK FTSE 250; the German MDAX; the Austrian ATX; the Swiss SMI Expanded; and the Russian MICEX/RTS.
The IQ survey was conducted in the second quarter of 2015 based on the current index constituents at the beginning of April. The IQ Ranking is the most comprehensive and authoritative of its kind, assessing 200 criteria in measuring website quality and performance. Investis now scores more than 1,650 companies each year, offering a unique view on the evolution of corporate websites for its clients and partners.
Top 20 companies scored this quarter:
|Company||Index||Overall||Index rank||Change in ranking|
|Tullow Oil||FTSE 250||70||2||n/a|
|Roche Holding||SMI Expanded||70||2||0|
|Credit Suisse||SMI Expanded||69||3||+2|
|Amec Foster Wheeler||FTSE 250||66||5||-1|
|William Hill||FTSE 250||66||6||+3|
|Zurich Insurance||SMI Expanded||65||7||0|
|National Express||FTSE 250||64||8||+10|
|Balfour Beatty||FTSE 250||64||9||-6|
|Go-Ahead Group||FTSE 250||63||10||-5|
Investis Ltd. is an international digital corporate communications and investor relations company which works with approximately 1,900 clients from offices in six countries. The companies it serves include more than 70% of the constituents of the FTSE 100 and more than 150 US clients. Founded in 2000, Investis helps clients manage their corporate communications and investor relations through corporate websites, IR webhosting, social media, apps & mobile, video and webcasting, website tools and online reporting.