A new study by Google has confirmed that consumers prefer mobile-friendly websites and, in worrying news for some businesses, a large proportion of potential customers will click away from an unoptimised website on their smartphones.

The mobile web has grown exponentially since the rise of smartphones, and the 1,088 US-based adult smartphone users who responded to Google's survey have provided some food for thought.

Losing loyalty

Of the 1,088 adult smartphone users surveyed, almost 50 per cent felt frustrated when viewing non-mobile optimised websites on their smartphones.

The same percentage argued that these companies appear to care less about their business than those with a mobile-friendly website.

Brands missing the point

In the age of social interaction and engagement, businesses need a strong online presence to build relationships.

However 52 per cent of respondents to Google’s survey were less likely to engage with a company if their mobile website was poor.

Traffic problems

Consumers are voting with their back buttons when it comes to the mobile web, with 61 per cent saying they would move onto a different website if it look too long to navigate a mobile page.

And if they didn't like what they found on the first website they visited, 79 per cent said they would search for another website immediately.

Slice of the pie

A separate survey by Javelin Strategy and Research found that in the past year, $20.7 billion worth of sales were through mobile devices.

Considering Google found that 74 per cent of people would return to a website in the future simply because it was mobile-friendly, there is a huge incentive for businesses to join the chorus.

The biggest push

If those numbers aren’t enough, a huge 67 per cent of respondents said they are more likely to purchase a product when they visit a mobile website on their smartphone, compared to visiting a website designed for the traditional internet on the same device.

To read more about Google’s study, click here. To find out about Javelin Strategy and Research’s study, click here.

Check out SMK’s upcoming industry leading training courses in: Melbourne, Sydney, Brisbane, Perth, Canberra, Auckland, Adelaide and Wellington.

Also, browse through hundreds of online social media video tutorials on eSMK Facebook, Twitter, LinkedIn, YouTube and more!!