With the advancement of technology, many more people are beginning to use their smartphones to access the internet while they are on the go. This means that in order to capture this traffic trend, websites need to be ready to accommodate these users with mobile enhanced websites.
A recent study which was conducted by Google, indicated that consumers want to visit websites that are mobile enabled, but many are finding that a majority of sites they want to visit, are in fact not mobile ready. Google’s survey involved 1,088 US smartphone
Internet users and was performed by independent market research firms Sterling Research and SmithGeiger in July 2012. The study concluded that 72% of consumers want sites they visit to be mobile ready and it also indicated that 96% of those said that the sites they regularly want to visit are not mobile ready. Many of these same consumers stated that if they visit a site on their mobile phone, and the site isn’t mobile friendly, they are likely not to visit that site again. This should be an eye opener to retailers to get their sites in order, and mobile ready.
According to the study, consumers want certain things in websites they visit on their mobile devices. These things include:
- They want sites that load within 5 seconds or less.
- They want directions to the store, and they would like to see hours of operation
- They want to see the stores contact information. Who they can call, email, and the respective phone numbers and email addresses.
- They want to be able to read up on the various products offered by the retailer. In other words they want product information easily accessible.
- They want to be able to make purchases or place orders via their mobile devices.
Many say that if any of these wants or needs are missing, they simply will not go back to a site again.
“Not having a mobile-optimized web site is a lot more damaging than a retailer might think—it’s not just about losing a sale,” says Brett Goffin, industry director, retail, at Google. “It’s doubly bad, because you lose out on a long-term customer.”
Retailers who make their sites mobile ready are quite likely to reap huge rewards, and should do everything they can to renovate their site for the sake of the consumer.