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Responding to mobile: what users want

According to recent research by Google, nearly all consumers have encountered a site that isn’t designed for mobile. And that’s no good for business. Forty eight per cent of those consumers reported feeling frustrated or annoyed about the inconvenience. 

While three quarters of respondents to the Google survey said they would prefer a mobile-optimised site, 96 per cent had encountered sites that weren’t.

If your business doesn’t have a mobile optimized site, these statistics paint a sobering picture about consumers expectations:

  • More than 70 per cent of people say they’re more likely to return to a mobile optimized site in future
  • 67 per cent of mobile users say when they visit a mobile friendly site they are more likely to buy a product or service
  • 61 per cent said if they didn’t find what they were looking for on a mobile site straight away, they would move on to another one
  • 79 per cent said if they didn’t like what they found on one site, they would quickly go back and search for another one
  • Half of people surveyed said even if they liked a business, they would use it less often if the website wasn’t mobile friendly
  • If a site isn’t mobile friendly, 48 per cent said they felt frustrated, and 36 per cent said they felt like they had wasted their time by visiting those sites.
  • And nearly 50 per cent of people said if a site didn’t work well on their smartphone, it made them feel like the company didn’t care about their business.

Providing customers with a mobile site where they can find information quickly and easily is essential to keep up with consumers’ expectations.

We’ve put together a few examples of mobile optimised sites that provide consumers with the ease and accessibility now expected, and sites that aren’t.

Here, Westpac New Zealand and Trade Me provide simplified versions of their desktop sites, allowing instant access to information and key links.

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And here’s the view from mobile and desktop screens on sites that aren’t optimised for mobile. On these sites the user has to scroll, zoom and spend a significant amount of time trying to find what they want, or need, from the desktop site they are viewing on a mobile device.

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What are your thoughts? How does coming across a site that isn’t optimised for mobile change your attitude towards a company?