Why Are Mobile-Friendly Websites So Important?

The way people use the internet is changing dramatically.

What was once an activity primarily performed at home on a desktop computer, is now moving locations to people’s mobile devices. The advent of smartphone technology has created an entirely new avenue for people to consume media and content, discover things around them, buy and sell goods and services, and connect with others.

This shift has not been a seamless one. Many businesses and organizations are being forced to adapt to this transition by re-examining their website structure and content in order to optimize it for mobile viewing.

When you tap on a Google Search result from your mobile phone, you know you are looking at a website that is not mobile-friendly or “responsive” because the text and links are small, and you need to scroll sideways to see all the website’s content. Content that looks great on a desktop might be unreadable on a mobile device. Visitors won’t stay on your site if they have to pinch and zoom or squint at illegible type, or worse yet if it runs Flash or anything that requires add-ons to display in a browser.

If your website isn’t optimized professionally for mobile your “bounce rate” (the percentage of visitors to a particular website who navigate away from the site after viewing only one page) on mobile devices is going to be extremely high. By providing mobile visitors with an appropriate and intuitive user experience you will obviously engage visitors longer and drive more of them to purchase or enquire.

Mobile Internet Usage:
  • 2 Billion people worldwide access the internet from mobile devices. (Trinity Digital Marketing)
  • 15% of all global internet traffic is mobile. (Internet Trends 2013)
Internet Search on Mobile Devices:
  • Search is the number one mobile browser activity. (ComScore)
  • Mobile-based searches make up one quarter of all searches. (The Search Agency)
  • 95% of smartphone users have searches for local info. (Google)
  • One in three mobile searches have local intent (versus 1 in 5 on desktop) (Small Business Trends)
Page Loading Speed:
  • 71% of global mobile internet users expect websites to load as quickly, almost as quickly, or faster on their mobile phone than their computers at home (Compuscore)
  • 57% of mobile customers will abandon your site if they have to wait more than 3 seconds for a page to load. (Strangeloop Networks)
Importance of Mobile-Friendliness:
  • 57% of users say they won’t recommend a business with a poorly designed mobile site. 41% have turned to a competitor’s site after having a bad mobile experience.

Canadians are on the verge of passing a major mobile milestone, according to measurement firm comScore. It won’t be long until Canadians are officially using their smartphones and tablets more than desktop and laptop computers to access the Internet.

  • Canada ranks second in the world at 33 hours per month per individual on the internet — 49% of which is now tied to mobile devices.
  • There are now 1.3 million Canadians that in the course of a month will only use a mobile device to access the Internet and won’t use a computer at all (Paul Rich, comScore’s senior account manager).
  • Canadian women are slightly more likely to only use their phones and tablets to go online — 55% of the country’s mobile-only Internet users are female.
  • As of this June 2014, comScore estimated there were 18 million smartphone owners in Canada, which was up 12% since the same time in 2013. Another 7.8 million tablet owners, which spiked 37% since June 2013.
  • Of the Canadians with mobile phones, 78% had a smartphone.
Jason Quintal | November 4, 2015

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