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BizReport : Mobile Marketing : September 26, 2012

Google: Mobile site experiences shape consumer attitudes

Almost two-thirds of mobile users would quickly leave a website on their mobile phone if it wasn't mobile-friendly, according to new research from Google, further pushing home the message to marketers the importance of the channel.

by Helen Leggatt

Slide10 copy.pngGoogle's new study, conducted by independent market research firms Sterling Research and SmithGeiger, highlights the benefits of having a mobile-friendly website.

Of the 1,088 U.S. adult smartphone users surveyed, 61% said they would quickly move on to another mobile website if they don't see what they were looking for right away. A bad mobile experience doesn't end when a consumer leaves a website. Over half (52%) said that a bad mobile experience made them less likely to engage with the company and 48% said it made them feel as if the company didn't care about their business.

"While the research confirms what we already suspected - that mobile users actively seek out and prefer to engage with mobile-friendly sites - it's a sobering reminder of just how quickly and deeply users attitudes about companies can be shaped by mobile site experiences," writes Masha Fisch, Google Mobile Ads Marketing, on the Google blog.

"Having a great mobile site is no longer just about making a few more sales. It's become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you."

As well as driving consumers to the competition, marketers are also missing out on sales. Over two-thirds (67%) of respondents said a mobile-friendly website makes them more likely to make a purchase.

Tags: Google, mcommerce, mobile advertising, mobile marketing, mobile optimization, mobile-friendly, website optimization

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