Research Study

What Users Want Most from Mobile Sites Today

the rundown

If you want to reach people on mobile, you've got to start with the basics-a mobile site. Though it seems obvious, this study found that 96% of consumers have encountered sites that weren't designed with mobile in mind. It also found that when it happens, it can be bad for business-48% reported feeling frustrated and annoyed.

The problem (and opportunity) is big...

While nearly 75% of users prefer a mobile-friendly site, 96% of consumers say they've encountered sites that were clearly not designed for mobile devices. This is both a big problem and a big opportunity for companies seeking to engage with mobile users.

Mobile-friendly sites turn users into customers

The fastest path to mobile customers is through a mobile-friendly site. If your site offers a great mobile experience, users are more likely to make a purchase.

  • When they visited a mobile-friendly site, 74% of people say they're more likely to return to that site in the future
  • 67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service

Not having a mobile-friendly site helps your competitors

A great mobile site experience is becoming increasingly important, and users will keep looking for a mobile-friendly site until they find one that works for them. That means your competitors will benefit if your site falls down on the job (and vice versa).

  • 61% of users said that if they didn't find what they were looking for right away on a mobile site, they'd quickly move on to another site
  • 79% of people who don't like what they find on one site will go back and search for another site
  • 50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly

Non-mobile friendly sites can hurt a company's reputation

It turns out that you can lose more than the sale with a bad mobile experience. A site that's not designed for mobile can leave users feeling downright frustrated, and these negative reactions translate directly to the brands themselves.

  • 48% of users say they feel frustrated and annoyed when they get to a site that's not mobile-friendly
  • 36% said they felt like they've wasted their time by visiting those sites
  • 52% of users said that a bad mobile experience made them less likely to engage with a company
  • 48% said that if a site didn't work well on their smartphones, it made them feel like the company didn't care about their business

Takeaways

While the research confirms what we already suspected -- that mobile users actively seek out and prefer to engage with mobile-friendly sites -- it's a sobering reminder of just how quickly and deeply users attitudes about companies can be shaped by mobile site experiences. Having a great mobile site is no longer just about making a few more sales. It's become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you.

Visit howtogomo.comto explore resources to help build a mobile-friendly website.

Sources

[1] Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012. The report surveyed 1,088 US adult smartphone Internet users.

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  • Published September 2012
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