Top Global Brands Lack Mobile

Mobile AppsYou may have seen the sweet new infographic we posted about the quality of mobile apps. And with smartphones and tablets everywhere you turn you might assume every business from mega corporations down to the mom and pop shop on the corner would have a mobile app by now – but you’d  be wrong. Digiday took a look at the mobile offerings from the top 50 global brands (as named by Interbrand) and found quite a few of them lacking. Here’s the scoop:

Digiday examined the websites of the top 50 global brands of 2011, as ranked by Interbrand, and found that 19 do not currently feature smartphone-optimized content. Those brands, which include Apple, Microsoft, GE, Nokia, Nintendo, Mercedes, BMW and Kelloggs, simply drive smartphone users to the desktop versions of their sites. …

The number of brands offering tablet-specific experiences, meanwhile, was even lower. Of the 50 brand websites examined, just two provided content tailored for the iPad. Those brands were Google and Nike.

Surprisingly, top electronics and technology companies were among the least prepared for mobile traffic. Apple, Nokia, and Microsoft, all of which sell or manufacture mobile devices or software, had neither smartphone- nor tablet-optimized sites. Despite the fact major auto manufacturers are often viewed as early adopters of the mobile channel, the sites of Mercedes and BMW were also lacking in both areas. Toyota, Honda, VW and Ford, meanwhile, all served up content tailored for smartphones, but not for the iPad.

Interestingly, Pepsi currently redirects both smartphone and tablet users to its Facebook page and appears to have no mobile content whatsoever hosted on its domain. Though that approach might not be viewed as a “mobile-ready” one, the experience is at least tailored to users’ devices once they reach Facebook, owing to the social network’s support for a range of devices.

Many marketers argue a customized experience for the iPad isn’t necessary, since screen size and full-featured Safari browser are adept at rendering full desktop sites. But those experiences are primarily designed for use with a mouse and keyboard, and do not take into account the touch functionality of the iPad and other tablets. Nike’s iPad site, for example, features similar content to its desktop site but allows users to touch, swipe and interact with it in a much more intuitive way. …

While mobile users might not be a priority for more business-focused brands such as Thomson Reuters, Goldman Sachs and SAP, consumer brands such as L’Oreal, Gucci and Zara are likely missing out on sales and branding opportunities by neglecting to accommodate non-desktop devices.

Digiday also includes a great chart of the top 50 global brands and what type of mobile optimization they offer, be sure to check it out >>>

As Digiday points out at the end of the article, mobile apps might not be a fit for every company. But if you’re a consumer facing company that relies on sales it’s going to get harder and harder to ignore mobile apps (and I do mean apps, because you’re going to have to start optimizing for both smartphones and tablets). At the end of the day, people are starting to notice the lack of apps, and it might start effecting customer loyalty sometime soon. But don’t worry, you still have time to get on the bandwagon.

Essential Guide to Mobile App Testing


  1. Sam says

    Nice post. Surely it’s time now to get the websites examined for mobile compatibility otherwise one might go down in business. Testing tools like eggPlant can reduce the hassle for many businesses.


  2. says

    Thank you for sharing this post. Indeed very nice and informative. Mobile testing for various apps requires expertise. With various Mobile apps coming in the market, more is the need to ensure the quality. QA Testing of these Mobile applications are must in this competitive market.

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