Most smartphone users say they’re more likely to make a purchase at a mobile-friendly site, but that they’re quick to move to a competitor if they don’t like the site experience they encounter, finds Google in new research conducted by Sterling Research and SmithGeiger. Two-thirds of the smartphone internet users surveyed said they were more likely to buy from a mobile-friendly site, and three-quarters would return to one in the future. And while offering a mobile-friendly site has benefits, failing to has its consequences. Half of the respondents said that even if they liked a business, they would use it less often if its website failed to meet their mobile-friendly standards.
A Chief Marketer survey released in June found that roughly half of the marketers surveyed either have optimized their main website for viewing over mobile browsers (31%) or run a separate mobile-specific website (17%). For those who haven’t yet optimized their sites, there’s no hiding from the Google respondents: 96% said they had encountered sites that were clearly not designed for mobile devices. Read the rest at MarketingCharts.