Is your website mobile friendly? Here's why it should be.

Many people believe that it is sufficient to only offer desktop computer versions of a website because that’s where people primarily use the internet. However, recent studies by Pew Internet have discovered that this is not the case. Increasing numbers of people primarily use their mobile devices to research or surf the internet. In some cases, these people do not have access to a desktop computer, have to share it, or prefer the convenience of their mobile devices. These mobile-only customers are as valuable as desktop computer users and need access to the same information.

How many people fit into this mobile-only category? A lot, especially young adults between 12 and 29 and low income adults. If your customers fit into either of these categories then it is especially important to make sure your website information comfortably fits onto a mobile screen. Even if your customers do not fit into these categories, more than half of all Americans used their mobile devices to browse the internet in 2012. This means that even if it isn’t your customer’s primary internet method, they may still be accessing your website and information on their mobile devices.

It is important not to force mobile only users to find a desktop computer to access your information. As well, forcing customers to zoom and scroll to navigate a site designed for a much larger screen will only frustrate them and detract from your valuable information and services. The good news is that mobile-only users may access the internet differently but they do not need unique information. The same messaging, content, services and offerings that you share on your website can be duplicated on your mobile site. Even the colors and branding used can and should remain consistent. This means that including a mobile site requires only technical changes and not major messaging or branding shifts.

Embracing customers regardless of the way they browse the internet is the best way to make sure your content is available and accessible. This ensures no potential customers are excluded, no matter the way they choose to browse the internet.

Sources: Pew Internet, Harvard Business Review Blog