New index launched to measure brands' mobile readiness
Working in partnership with Yougov, Ansible, the mobile marketing and technology agency of IPG Mediabrands, assessed brands’ mobile readiness based on five dimensions across both mobile presence and performance.
Over 2,000 brands were surveyed for The MDEX across 15 countries including Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, the US, UK and Uruguay. Global brands were defined by large, multinationals that had at least some presence in multiple key markets.
The top performing brand was Facebook, followed by Amazon, 7-Eleven and Hyundai. Other companies in the top ten included Microsoft, Nike, Google, Adidas, OLX and 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 chief executive 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.”
The premise behind the study is to examine how brands have and continue to adapt to the rapid shift in consumer engagement and behaviour. According to MAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, consumers dedicated 33% of their time to mobile devices in 2016, 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%.
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