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IRVING, Texas — Known for its 7Rewards mobile app and its dedication to technology, 7-Eleven Inc. has aptly been named one of the world's most mobile-ready brands by Ansible, a mobile media unit of IPG Mediabrand.
Through a partnership with YouGov and Google, Ansible created Mdex, a new index that uses a variety of quantitative and qualitative factors to score more than 2,000 brands' mobile readiness, reported Mobile Marketing Daily.
Ansible looked at how easily a company's mobile website or app could be found via a search engine; whether a site was optimized for mobile; the "user experience"; how easy a site or app was to navigate; and whether features such as forms were easy to use. It also ran a survey with consumers to ascertain whether a brand's mobile experience was "quality."
"A quality mobile experience must encompass five key dimensions for a dynamic and immersive user experience," Ansible said in a statement. Among these five factors are: discoverability, optimization, utility/usability, navigation/content and if it can drive desired actions, according to the company.
Brick-and-mortar 7-Eleven rounded out the top three brands of 10 that were split between digital and non-digital brands. The top 10 listing includes:
- OLX (online marketplace)
"In an ever-shifting and fragmented media landscape, with new ways to connect with audiences, mobile-first strategies serve as a key component for sustained growth and future performance," added Ansible.
Irving-based 7-Eleven operates, franchises and/or licenses more than 60,000 stores in 17 countries, including 10,700 in North America.