Thanks Tech, but I always put my belt on straight away when I get into the car so this isn't a cause of the problems, and my door is closed.
I think its probably just being new to the car and am not giving enough revs. This is probably more so pulling off my drive as its actually slightly downhill to the road so I may be building less revs than I would be otherwise.
I'll keep an eye on it and see if its just simply down to my driving style and getting used to a new system over the new few weeks.
Coincidentally, I borrowed a new B-Class Merc a couple of times recently with a similar electro-mechanical brake, but this seems to operate differently. After you'd come to a stop with the foot brake, it then held until you pulled away. I don't know what the time limit was for pulling away and I don't know if it had a hill-assist system option fitted. This was good when you got used to it but what I really didn't like was that they'd put the manual parking brake switch in the dashboard hidden behind the steering wheel and on the right hand side. This was hard to find (although I realise you'd get used to it). At least the Audi one is in a position where you'd expect it to be.