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BizReport : Mobile Marketing : June 24, 2014

BrightEdge: One-quarter websites not mobile friendly

Nearly 70% of the US population is using some kind of smartphone, and many are using their phones for everything from taking phone calls to checking email, shopping or watching television programming. But, according to new data out from BrightEdge, more than one-quarter (27%) of websites aren't mobile friendly.

by Kristina Knight

The BrightEdge Mobile Share report shows smartphones own a 23% share of organic search, increasing at a 50% Year over Year rate. But, their data further shows one in four websites isn't optimized or configured for mobile devices, specifically smartphones. The BrightEdge data also indicates about one-quarter of mobile sites are ranked lower (according to Google) than they should be because search engines don't 'recognize' the mobile site as related to the desktop site.

"With smartphone website traffic growing at 10 times the rate of desktop, mobile websites are quickly becoming the cornerstone to content marketing and customer engagement," said Jim Yu, CEO and founder of BrightEdge. "We know that mobile will play an integral role in the future of marketing and want to help brands navigate the challenges that mobile presents. This report will help businesses understand the best ways to create mobile-optimized sites in terms of traffic and search rank, boosting customer engagement and, more importantly, ROI."

Some interesting takeaways from the report include:

• 27% of websites are 'misconfigured' for smartphones
• Misconfigured sites result in 68% loss in smartphone traffic (average)
• 62% of searches result in different results for different devices - smartphone, desktop, etc
• Smartphone traffic is forecasted to increase by 50% in 2014
• Mobile devices (smartphones and tablets) account for 33% of organic search traffic to websites

Image via Shutterstock

Tags: BrightEdge, m:commerce, mobile commerce, mobile marketing, mobile web design, mobile websites

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