1. IAB IRELAND MOBILE AUDIT 30 TH OCTOBER 2014 Maeve O’Meara Marketing Manager, IAB Ireland

2. BACKGROUND The purpose of the study was to measure the quality of the consumer experience on Mobile. The study looks at the Top 100 Advertisers in Ireland* and assesses how ‘mobile-ready’ they are: Mobile Optimisation Responsive Design Apps Page Speed Similar study conducted August 2012 (UK only) and subsequently in February 2014 in UK, France, Germany, Italy and Spain - The audit was conducted in Ireland during September 2014 * Nielsen top 100 Advertisers (May 2014)

3. WHY IS THIS IMPORTANT? ‘The Golden Age of Entitlement’ – as consumers adopt, their expectations have gone way up 4 entitlements of this golden age: Instant Gratification A decision free lifestyle Complete Transparency A seamless experience Source: Harris Interactive / Webby Awards Research 18-44 year olds (2014)

4. MOBILE: A SCREEN FIRST A PHONE SECOND Facebook IQ: Study looking to understand the behaviours and motivators of 25-34 year olds found 3 main insights: Online is the new Offline Mobile is the first ‘screen’ FOBO is the new FOMO Mobile is the most universally intimate marketing channel Source: Facebook IQ study 25-34 year olds (2014)

5. WE LOVE OUR MOBILES! ‘…the research also shows that the Irish online consumer is unforgiving. If issues are encountered while accessing websites via a smartphone 25% will find another site that works better rather than trying on another device.’ In Ireland, 65% use their smartphone to go online 38% use a tablet – ‘Irish consumers are online and loving the experience, while many Irish businesses are still playing catch up.’ Cera Ward, Google Source: Google Consumer Barometer Oct 2014

6. METHODOLOGY Mobile Optimisation: Checked manually on mobile phone – looked specifically at ‘Homepage Optimisation’ Responsive Design: Dragged corner of desktop website to see if the site responds dynamically to resizing browser window - Used Google Chrome PageSpeed: Tested Desktop and mobile homepage using Google’s Page Speed Insights tool (https://developers.google.com/speed/pagespeed/insights/)https://developers.google.com/speed/pagespeed/insights/ Apps: Manual checking to see who had iphone, ipad, Google play phone and / or Google play tablet apps

7. 64% 52% 45% 50% HOMEPAGE - % MOBILE OPTIMISED 54% Source: EU, UK, Spain, Germany, France, Italy: iab/Kantar Media European Mobile Optimisation Study, February 2014 60% 56%

8. % HOMEPAGE OPTIMISED BY SECTOR 2014 – IRELAND 81% 78% 73% 45% 50%

9. COMPARISON BY SECTOR IRE V EU % MOBILE OPTIMISED

10. 24% 64% 13% 15% 13% % USING RESPONSIVE DESIGN 15% Source: EU, UK, Spain, Germany, France, Italy: iab/Kantar Media European Mobile Optimisation Study, February 2014 8% 24%

11. % RESPONSIVE BY SECTOR 2014 - IRELAND

12. 59 64% 59 58 AVERAGE MOBILE PAGE SPEED SCORE 59 Source: EU, UK, Spain, Germany, France, Italy: iab/Kantar Media European Mobile Optimisation Study, February 2014 60 53

13. AVERAGE MOBILE PAGESPEED SCORES BY SECTOR – IRELAND

14. AVERAGE PAGESPEED SCORES ACROSS SECTORS - IRELAND (MOBILE & DESKTOP)

15. % WHO HAVE APPS

16. % APPS ACROSS SECTORS

17. STAR PERFORMERS

18. KEY TAKE AWAYS Ireland is up there with our European Neighbours in terms of mobile-readiness. Irish Advertisers have recognised the Mobile Opportunity. We know that: Mobile is mandatory for all brands looking to reach consumers - consumers have very high expectations and expect a fantastic experience online on any screen. Fast and optimised pages lead to higher visitor engagements, retention and conversion. If your brand is not ‘mobile ready’ and providing the best possible experience for consumers across screens, you are missing out on customers

19. THANK YOU Infographic and full presentation now on: www.iabireland.ie