Brands are making progress with their mobile strategies, though there's still plenty to be done. 

Our latest Quarterly Briefing, produced in partnership with Adobe, looks at The Quest for Mobile Excellence

Here are a few key findings from the report... 

Where are companies at with their mobile strategies? 

While 34% of company respondents have a defined mobile strategy that goes out at least 12 months, agency respondents are more sceptical. 

Q: Does your organisation (or do your clients) have a mobile strategy? (company respondents)?

If we look at the regional comparison we can see some noteworthy regional differences.

There is roughly the same likelihood that companies in Europe and Asia have a mobile strategy, 34% and 36% respectively.

US organisations are slightly less likely (32%) while for Australasian companies this increases to 41%.

Meanwhile the Middle East (13%) has the fewest organisations with a mobile strategy, though on the plus side, half of companies there are planning one. 

Q: Does your organisation have a mobile strategy?

How do they optimise for mobile? 

Not surprisingly, responsive design is one of the most popular ways to optimise for mobile users.

Adaptive design, on the other hand, is less popular. This may be because AWD is more complex and resource heavy, though it does offer benefits that RWD doesn't. 

Still, it does offer some advantages other other solutions, and we can see the use of adaptive design growing year on year. 

Q: Which of the following have you employed as part of your attempts to optimise for mobile (company respondents)?

Compared to a year ago, when we published the Finding the Path to Mobile Maturity Quarterly Digital Intelligence Briefing, it is clear that progress has been made.

Based on this global survey of 2,973 digital professionals, we have evidently passed a tipping point, with the majority of companies actually doing something about the mobile experience, rather than simply thinking it might be a good idea.

The reason for this step change is that mobile can no longer be ignored – we are all now facing a deluge of data which points not just to an increase in smartphone and tablet usage, but also to an increasing amount of revenue attributable directly to mobile devices.

In addition, Google's recent 'mobile friendly' algorithm changes provide a compelling reason for brands to optimise for mobile as soon as they can. 

Graham Charlton

Published 29 April, 2015 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (2)

Justin Rees

Justin Rees, Cofounder at Talking Customers

I am slightly biased as I run a Pay Per Call business but it always baffles me how the humble phone call is pretty much always ignored when talking about mobile.

The fact that many businesses still convert customers over the phone and there are numerous studies showing that calls are more valuable than leads and pure online sales, you would think that the call functionality would be key to many mobile strategies!

The best mobile sites I have seen enable customers to call in to buy products and services and these businesses use advanced real-time call tracking software to measure all phone related activity.

over 2 years ago

Barrett Newell

Barrett Newell, Content Marketing Specialist at G/O Digital

Really agree with your closing statement that mobile can no longer be ignored. Look forward to when the conversation shifts totally from "why you should xyz" to just "what you can do" re: mobile opportunities.

over 2 years ago

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