NEW DELHI: Amazon, the US e-commerce giant, has been named the most mobile-ready brand in India, while auto brands also fared well in the Indian segment of a worldwide study.

Ansible, the mobile and technology agency of IPG Mediabrands, worked with research firm YouGov to produce the inaugural MDEX, a new ranking of the world's most mobile-ready brands based on five key dimensions.

These covered discoverability, mobile optimisation, navigation and content, utility and usability, and driving desired actions. These criteria were applied to more than 2,000 brands across 15 major markets, producing more than 240,000 data points.

The research, which was powered by Google, judged Facebook to be the most mobile-ready brand in the world, followed by Amazon, 7-Eleven, Hyundai and Microsoft.

Nike, Google, Adidas, OLX, the online marketplace, and US retailer Target rounded out the global top 10, although Amazon topped the list in India, Campaign India reported.

Amazon was joined in the Indian top 10 by Tata Motors, Hyundai, Maruti – another auto brand – Indian e-commerce firm Snapdeal, Horlicks, the malt milk drink, Lakme, an Indian cosmetics brand, Rin, Hindustan Unilever's detergent brand, Iodex, the first aid remedy, and Bournavita, another malted drink brand.

Commenting on the Indian results, Anjali Hegde, CEO of Ansible India, said: "India is a mobile first nation and an entire generation has bypassed PC/desktop to connect digitally.

"The new consumer is mobile first and uses it as a primary tool for information, entertainment, engagement, communication and commerce. MDEX puts into perspective and benchmarks the mobile readiness of brands to connect with this new consumer."

Australia was among the 15 markets covered in the report and Kogan, the country's largest online department store, emerged as the most mobile-ready Australian brand.

As reported by Bandt, the other top 10 Australian mobile-ready brands were McGrath Property, General Pants Co, The Iconic, Lion Corporation, David Jones, Ten Network, Nine Entertainment, Myer, and Billabong.

Data sourced from Ansible, Campaign India, Bandt; additional content by Warc staff