Why is a Mobile-Friendly Website Absolutely Essential?

Female web shopper|Young female sat cross legged with phone

Mobile devices have transformed the way consumers explore products and research their most important purchases.

Research conducted by Nielsen, xAd, and Telmetrics suggests that nearly half of the users they surveyed rely exclusively on their mobile devices for pre-purchase research, and that 30% of smartphone users (and 25% of tablet users) have immediate needs and purchase within an hour.However, Google research has shown that 61% of users are unlikely to return to a mobile site they had trouble accessing – with 40% visit a competitor's site instead.Not only can a mobile-unfriendly site negatively affect your visitors' experience, it can also harm your search engine rankings. Earlier this year, Google rolled out an update to their algorithm that gives mobile-friendly sites a ranking boost in the search results pages.Having a mobile-friendly website is no longer just an option – it's a requirement. If your site has not been designed with mobile browsing in mind, this should without a doubt be the first thing you address in your marketing strategy.