Brick-and-mortar convenience store retailer 7-Eleven is the most “mobile-ready” brand that isn’t inherently a digital media product, according to a new index ranking thousands of brands worldwide based on their mobile “readiness.”
Dubbed Mdex, the new index -- created by IPG Mediabrand’s Ansible mobile media unit in partnership with YouGov and Google -- utilizes a variety of quantitative and qualitative factors to score each brand’s mobile readiness.
“A quality mobile experience must encompass five key dimensions for a dynamic and immersive user experience,” the IPG unit said in a statement announcing the index this morning. The Big 5 factors include: discoverability, optimization, utility/usability, navigation/content and “driving desired actions.”
While digital endemic brands Facebook and Amazon rank No. 1 and No. 2, respectively, 7-Eleven ranked third on a top 10 list that was split between digital and non-digital brands.Among the top 10, Amazon and Hyundai are the only IPG clients.