More than half of companies (55%) now have mobile optimised websites, according to our new Reducing Customer Struggle Report.

The data also shows that 44% of companies have iPhone apps while a third (33%) have Android apps and a quarter have one for iPad (26%).

The survey of 500 business professionals, published in partnership with IBM Tealeaf, found that just 22% of companies still don’t have any kind of mobile presence.

When asked how they optimise the mobile experience, just under half (46%) of companies surveyed indicated they use responsive design (client-side), while only a fifth (22%) use adaptive design (server-side).

Only a third of companies (33%) indicated that they have built their mobile products using HTML5.

How do you optimise the mobile experience?

For more information on responsive design, check out our blog posts investigating the pros and cons of using the technology and highlighting examples of ecommerce sites that have launched responsive sites.

The case for going mobile

The report also examines the proportion of traffic that businesses receive through mobile devices.

It found that around three-quarters (72%) of responding companies said that mobile accounts for more than 10% of traffic, up from 52% in 2012.

The proportion of respondents who said that more than 20% of their traffic can be attributed to mobile has more than doubled in the last 12 months, from less than a fifth (17%) in 2012 to 41% this year.

How much of your total traffic is via mobile devices?

Finally the Reducing Customer Struggle Report asked how customers are interacting with businesses through mobile devices.

A majority of companies (60%) stated that customers research products using mobile before later purchasing online, while 48% said that their customers actually make purchases through mobile devices.

A similar proportion report that customers research products for later purchase offline (44%), while just under a fifth (17%) say they use their mobile devices to research in-store.

This highlights the importance of mobile in the overall purchase journey, even if conversion rates through mobile devices may actually be quite low.

For further information on how to optimise mobile sites and how mobile can be used in-store check out our new Mobile Commerce Compendium.

How are you customers interacting with you via mobile devices?

David Moth

Published 15 July, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (4)


Peter Noble, CEO at Citrus Internet

Hi David,

Sadly in Australia we are way behind with mobile optimised sites. Citrus recently conducted research into nearly 400 Australian retailers, and that showed only 34% had an optimised mobile website. Our retailers are simply not understanding what's required for success, despite Australia being a world leader in smartphone connections and overall eCommerce spend.



Peter Noble

about 5 years ago

Andy Headington

Andy Headington, CEO at Adido Limited

Sorry but I just don't buy the validity of this report. From my experience and speaking at many events this year, the reality, certainly at the SME end of the market, is much less than the 55% being quoted here. Making a site mobile or responsive ready isn't usually an easy job due to the many thousands of platforms being used to build sites. Although mobile growth is growing at a very rapid rate I would say the majority of websites are behind the times and yet to address the problem. For me I would say something like half the 55% quoted here is more realistic.

about 5 years ago


Duncan Wright

I agree with Nikki's comment, working in the SME arena, I would suggest that the figure is no where near 58% for companies with mobile optimized sites.

In order to get a true picture, It would be helpful if the author would publish the profile of the companies sampled.

about 5 years ago

Andy Wooles

Andy Wooles, Director at Great Northern Design Ltd

I agree with Nikki and Duncan. The bold opening statement is very misleading and arguably just wrong. It is a broad generalisation projected from very limited survey data.

Looking at the report preview, it says they asked "500 business professionals working for companies involved in ecommerce and e-business".

It is a pity therefore that the article neglected to bring out this 'e-commerce' focus as it makes the survey's findings much more relevant.

about 5 years ago

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