84 per cent of the top 250 UK advertisers have a mobile-optimised site, according to research by the IAB, and half of those optimised sites now leverage responsive web design.

69 of the top 250 brands are optimising their paid search for mobile, and 75 per cent ran a mobile display campaign in 2014. This should be great news – except that 12 per cent dont actually have a mobile-optimised site for those ads to direct users to.

Auto brands are the consumer-facing brand most likely to have their site optimised for mobile (94 per cent), ahead of retail (88 per cent), travel (87 per cent) and FMCG brands (72 per cent).

68 per cent of the top 250 brands have an app. According to joint research with App Annie looking at download figures, the most popular branded app last year was eBay, followed by YouTube, Netflix, ITV Player and Amazon.

“The audit shows that brands are finally putting mobile as a top priority, which is great to see,” said IAB senior mobile executive Mike Reynolds. “There are still some gaps, though, especially when you consider that brands are spending their budgets on mobile advertising, however their shop fronts still aren’t optimised for mobile. Over the next 12 months I foresee that brands that have achieved the basics of mobile will focus on building on the quality of their mobile presence.”