What Users Want Most from Mobile Sites Today

All the research shows we are becom­ing a more acces­si­ble soci­ety using our mobile devices, both phone and tablet pcs.  The chal­lenge comes when the mobile expe­ri­ence isn’t as smooth as the desk­top PC expe­ri­ence and busi­ness­es need to adapt to meet the needs of the new mobile surf­ing con­sumer.


  • When they vis­it­ed a mobile-friend­ly site, 74% of peo­ple say they’re more like­ly to return to that site in the futureMobileready
  • 67% of mobile users say that when they vis­it a mobile-friend­ly site, they’re more like­ly to buy a site’s prod­uct or ser­vice
  • 79% of peo­ple who don’t like what they find on one site will go back and search for anoth­er site
  • 50% of peo­ple said that even if they like a busi­ness, they will use them less often if the web­site isn’t mobile-friend­ly
  • While near­ly 75% of users pre­fer a mobile-friend­ly site, 96% of con­sumers say they’ve encoun­tered sites that were clear­ly not designed for mobile devices.
  • 74% of users want mobile sites to look clean and effi­cient.

This is absolute­ly a time of tran­si­tion and frus­tra­tion for web design­ers who are work­ing to make the user expe­ri­ence on all devices a smooth one.  While respon­sive design is one way to pro­ceed it does not always meet the need of the com­pa­ny or the con­sumer.

  • 48% of users say they feel frus­trat­ed and annoyed when they get to a site that’s not mobile-friend­ly
  • 36% said they felt like they’ve wast­ed their time by vis­it­ing those sites
  • 52% of users said that a bad mobile expe­ri­ence made them less like­ly to engage with a com­pa­ny
  • 48% said that if a site didn’t work well on their smart­phones, it made them feel like the com­pa­ny didn’t care about their busi­ness
  • 78% of users want to be able to find what they’re look­ing for on a mobile site in just one or two clicks. The same per­cent­age of users cites a desire for a search bar that’s both easy to find, and to use.


Source: What Users Want Most From Mobile Sites Today, a study from Google (con­duct­ed by Ster­ling Research and SmithGeiger, inde­pen­dent mar­ket research firms). July 2012.


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