The use of mobile devices to surf the web is growing at an astronomical pace, but unfortunately much of the web isn't optimized for those mobile devices. Mobile devices are often constrained by display size and require a different approach to how content is laid out on screen.
Responsive web design responds to the needs of the users and the devices they're using. The layout changes based on the size and capabilities of the device. For example, on a phone, users would see content shown in a single column view; a tablet might show the same content in two columns. In today's world, a responsive website is essential. The last thing you would want is for viewers to leave your site because they can't navigate your website on your phone or tablet.
While most businesses are aware of smartphones, mobile websites, or even responsive web design, they may NOT be aware just how much they stand to gain by catering to this important sector. With easy, always available access to information right at our fingertips, the way people use the web has changed – and the web has changed along with it. Businesses that don't provide users with a seamless experience across ALL modern devices are missing out on over 20% of their leads and revenue.
Today, users expect smooth and understandable mobile friendly websites that are just as powerful as their desktop counterparts. They expect to be able to interact with any brand on mobile, and then switch to their desktop without skipping a beat. Additionally, the values for not meeting these larger opportunities can have a huge impact on brand awareness – yes, that equates to lost customers or leads and lost revenue. Further research from Google finds that only 9% of visitors will stay on a mobile site if their needs aren't met, and 29% of visitors will immediately leave and go to another company's site to find what they need.
The beginning of smartphones and 4G wireless services have transformed the lives of everyday users. Information is more reachable than ever before, and users are taking advantage of it. As of February 2018, 77% of Americans own a smartphone, and 96% of smartphone owners say they use it to get things done. With such a powerful tool, it's no wonder that we turn to our phones in moments of need.
In 2016, research provided by Google found that when a question or need arose, 87% of people STARTED their search for an answer or a solution on a search engine. This is especially important, because most purchases are based on the search for an answer or the solution to a problem.
This communicative shift is not isolated to the general consumer. A study from Forbes and Google, in 2013, found that more than 70% of senior level executives used a smartphone to research business purchases. Fifty percent of these executives said that their use of mobile resulted in purchases of at least $10,000, and more than 25% of them reported making purchases over $100,000. However, the report goes on to highlight that: "While many executives are embracing mobile for purchasing business goods and services, issues with business-to-business (B2B) companies' mobile websites and often hold back research and direct purchasing."