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A new report out from Google has found that 72% of Consumers Want Mobile-Friendly Sites: Google Research

Nearly 3/4 of those surveyed say that they would be more likely to revisit mobile friendly sites opposed to sites not optimised for mobile.

Websites that aren’t mobile-friendly annoy users and that’s bad business. Consumers are doing more on mobile devices, including shopping and product research; when they do, users look for content to meet their on-the-go needs.

So what, exactly, are consumers looking for in a website accessed from a mobile device?

  • Site speed- loading time of 5 seconds or less
  • Big, mobile friendly buttons
  • Limited scrolling and pinching
  • Quick access to business contact information
  • "Click to call" access to phone the business
  • Links to to company's social media profiles


Usability and design features matter. Mobile users indicated they are most looking for (in order of priority):

  • Information in just one or two clicks
  • A search bar that is easy to find and use
  • A site that fits the small screen
  • Clean and efficient design
  • An option to visit the non-mobile site
  • The ability to save information for later
  • Big, finger-friendly buttons
  • Non-scrolling forms with a limited number of fields
  • A “click to call” button
  • One-direction scrolling, either horizontal or vertical, but not both.

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