Facebook leads the list of most mobile ready brands globally in the MDEX report released by Ansible at the Mobile World Congress. Amazon (#2) and 7-Eleven (#3) followed the social media giant while Hyundai and Microsoft took the fourth and the fifth position respectively.
Other brands on the Top 10 list (in numeric order) were: Nike, Google, Adidas, OLX and Target.
Ansible, the mobile marketing and technology agency of IPG Mediabrands, launched the inaugural MDEX, ranking the world’s most ‘mobile ready’ brands based on five dimensions across both mobile presence and performance, in partnership with YouGov, the global market research firm, and Powered by Google,
In Australia, Kogan led the list of top 10 mobile-ready brands followed by McGrath Property, General Pants Co, The Iconic, Lion Corporation, David Jones, Ten Networks, Nine Entertainment, Myer, and Billabong.
“The MDEX is the first study in the world to benchmark a brand’s mobile performance and will provide clients with the insights and roadmap they need to power their mobile strategy. In our increasingly mobile-first world, it is critical to engage consumers with a frictionless and dynamic mobile customer experience. The MDEX will serve as the cornerstone of our client advisory services and strategic offerings,” said Scott Player, CEO at Ansible Australia.
In Singapore, LVMH ranked the highest followed by DBS, Adidas, Shell, KFC, Singapore Airlines, Nike, Uber, Capitaland and Sony.
The MDEX’s framework was built and developed over a six month period, beginning in July, with field studies occurring in January 2017. Over 2,000 brands were surveyed across four global regions in 15 major markets including Argentina, Austria, Australia, Brazil, Canada, Chile, Germany, India, Malaysia, Mexico, Philippines, Singapore, United States, United Kingdom and Uruguay. Global brands were defined by large, multinationals that had at least some presence in multiple key markets. Market-specific brands were smaller brands that may only be present in a single market.
“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. 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,” said Travis Johnson, Global CEO at Ansible.
In June 2016, IPG Mediabrands, in partnership with Jonah Berger, Associate Professor, The Wharton School at The University of Pennsylvania and New York Times best-selling author of Contagious: Why Things Catch On, unveiled the D100, it’s first-ever global analysis and ranking of the world’s most dynamic brands. Both rankings serve as fundamental insights to transform the agency’s offerings, and adapt to new-world brand metrics, including Agility, Responsiveness, Innovation and Sociability.
“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.
Ansible determined that a quality mobile experience must encompass five key dimensions for a dynamic and immersive user experience – discoverability, mobile optimisation, utility and usability, navigation and content and driving desired actions. These were derived from a combination of the Google Design Principles and Consumer Usability Survey issued in partnership with YouGov.
“The MDEX methodology synthesises 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.
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 per cent of their time to mobile devices, compared with 25 per cent to Live TV. By 2021, MAGNA projects that consumers will raise their mobile consumption to 37 per cent, with Live TV consumption decreasing to 22 per cent.
“The MDEX extends beyond research, and will be leveraged as a key product for new business generation, growth and our agency’s innovation efforts,” said John Sintras, Global President, New Business & Product Innovation, IPG Mediabrands.