Consumers Want their Brands to Create Better Mobile-Friendly Sites

By Rob Scott
September 27, 2012

Consumers are often disappointed when it comes to their favorite brands’ mobile-optimized sites, according to a study commissioned by Google.
While 72 percent expect sites to work well on their mobile devices, almost all consumers have discovered sites that are not mobile-friendly.
More than half of consumers say a bad site hurts their perception of the brand and forces them to shop elsewhere, and 67 percent say that an optimized site encourages purchases.
“While some [of the findings] seem obvious, the data provide a wake-up call,” notes Jason Spero, Google’s head of global mobile sales and strategy.
Consumer expectations seem rather simple. For example, 76 percent merely want the sites to fit the mobile screen.
“Seventy-six percent of consumers said they want to be able to find a company’s location or operating hours,” reports Adweek.
“Sixty-one percent said they’d like to click a button to call a company, and 54 percent would like the ability to send an email,” explains the article. “And while the user may be visiting a brand’s mobile site, 53 percent said they’d like to be able to download its mobile app through the site.”

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