Presenting for the
​right device

Go responsive.

With the changes to Google’s algorithm, coupled with stakeholders becoming increasingly likely to access websites via mobile devices, it’s necessary to adapt the corporate website to the mobile environment. 

With all the different devices, coupled with the various ways of consuming information, it can be difficult to find the right mix to reach your intended audience. 

Annual Reports

The info shows the percentage of respondents that find the information important, ranking it a 3, 4 or 5 on a scale from 1–5, where 1 is least important and 5 is most important.

The fully digital online report has grown in popularity by 21% over the past 5 years.+21%

One of the major differences between the online annual report and the PDF or printed ones is that the digital report can offer interactivity and customisation based on the readers interests and desire to dig deeper into certain topics, without being overwhelmed.


PDF on the screen


Online reports


Printed copy


Printed from website


From an app

The capital market still prefers to read annual reports from their computers (98%), followed by tablets (29%) and finally smartphones (11%). The fact that capital market stakeholders prefer to view annual reports from their computers could be attributed to poor responsive design, or the difficulty reading PDFs from smaller screens.

That said, the number of capital market stakeholders reading annual reports from their smartphones increased by 5% over the past year. Which proves that multi-device use is not just a trend - it’s the new normal. Companies should consider prioritising responsive online reports, providing an optimal viewing experience - whatever device the stakeholder choses to use.

Computer (laptop/desktop)



CSR reports

47% of respondents ranked it very important to have a CSR report presented separate from the annual report. This means that capital market stakeholders prefer to have a stand alone report focusing on CSR data, rather than have it integrated into an annual report. Investors were more likely to request separate reports, which could be due to the need to have pared down reports to quickly assess financial data.  

CSR report presented in a separate report

CSR report fully integrated into most of the sections of the annual report 

“Do CSR reports provide enough information?”

.. say yes

“Do you read CSR reports?”

.. say no  

Business journalists 

Business journalists were the most likely to require more information in a CSR report This is significant, as it shows the increasing interest journalists - and therefore readers - have in a company’s CSR activities. After all, journalists wouldn’t ask for more CSR information if it wasn’t of interest to the general public. 

Sell-side investors

Sell-side investors, were the least likely to read a CSR report. This could mean that CSR is less likely to play a part in investment decisions, or it could mean that CSR reports are not presented in a way that is of interest to sell-side  investors. 

Do CSR reports provide sufficient information?

EveryoneBusiness journalistsSell-side analystsBuy-side analysts

Do you read CSR reports?

EveryoneBusiness journalistsSell-side analystsBuy-side analysts
No 58%57%67%50%

To increase readership, companies could consider tailoring the information by adding financial drivers and achievements to make CSR reports more interesting to investors.