Thursday, 15 November 2012

Three quarters of the UK's top 100 youth brands have a mobile app

"Last month, The Beans Group released its list of the Top 100 Youth Brands, a report based on a survey of 1,000 students in the UK looking at which brands are most popular among 18-24 year-olds.
Given that the youth market is often one brands try to target on mobile – younger consumers have traditionally led adoption of mobile technology; nearly half of 18-24s have made fashion purchases on a smartphone; and as The Beans Group points out in its report, they're a socially influential group – it seemed a perfect fit. So we investigated what each of the 100 brands is doing on mobile: whether they have a mobile-optimised site, an app, or multiple apps, and what platforms they're available on.
We found that only 53 of the brands' main websites are mobile-optimised – with Apple, Sky, BT, Visa, Sony and WHSmith being among the huge brands without an optimised site.
76 of the brands have an iOS or Android app in some form – meaning nearly a quarter of them still don't, many of which are the same brands which lack a mobile site.
Unsurprisingly, the vast majority of the brands' app portfolio included an iPhone offering. Of the 76 brands with apps, only three didn't include an iPhone app – Doritos and MAC Cosmetics, which only have Android apps in the UK, and Lush Cosmetics, whose only app offering is an iPad version of its customer magazine."

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