UK and US brands are failing to optimise for mobile, new study finds

UK and US brands are failing to optimise for mobile, new study finds Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at liz@techforge.pub.


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Despite brands’ insistence that they are producing responsive sites that work across platforms, nearly half of UK and US respondees to a new survey said that the mobile websites that they visit regularly are not optimised for mobile devices.

And it seems brands that fail to comply are playing a dangerous game too since more than half of the respondents from the UK (51%) and US (62%) said that they would leave a website if such content wasn’t optimised for their device.

The conclusions are drawn from Netbiscuits’ People’s Web Report II, a global study of 6,000 web users in six countries that details their online behaviours and preferences, and come at a time that marketers are under increased pressure to ensure their websites are optimised for a plethora of devices and screens. Such a need comes after Google changed its mobile search algorithms earlier this month.

The study also showed how consumers are becoming more willing to trade their information in exchange for a better experience – something that could potentially make the job of the marketer easier. Over half of all global respondents said that they would be happy to share privacy information with brands if that then led to an improved online experience for them. The UK came second in this ranking at 56% of users. Similarly nearly 60% of users said that they would be comfortable with websites tracking them across multiple devices if such a process was anonymous and again if it then led to a better online experience.

The report also showed the popularly of different mobile devices across different markets for making purchases. The results showed that in the UK and the US it was the tablet that proved the most popular device for making online purchases with 42% of US consumers and 44% of UK consumers choosing the device. In Germany however the top mobile device was the smartphone, for 40% of users. In China, India and Brazil, however, it was the feature phone – at 44%, 65% and 52% respectively.

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