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Half of firms fail to check their own website from a mobile device

Monday, 17 October 2011 - 3:15pm |  Dave Sumner Smith
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British firms are neglecting the needs of consumers accessing websites from mobile devices, according to research by 1&1 Internet Ltd (www.1and1.co.uk). From a study of 530 small firms, 53 per cent have never checked the appearance or functionality of their website for Smartphone users.

From companies that have, 41 per cent admit their website has a reduced appearance, and 36 per cent offer reduced functionality. 65 per cent of firms have not optimised their websites for mobile usage and have no plans to do so. Despite widespread adoption of mobile browsing by Britons, the data reveals less than 1 in 4 firms recognise that their sales or brand could be enhanced with a more mobile-friendly website. Many companies could be alienating mobile online consumers and risking their own growth. 

British businesses have worked hard in recent years to create visibility for themselves on the Internet and adapt to the needs of the online consumer. At the same time, there is clear evidence that more people are browsing the web on the go with devices such as the iPhone, BlackBerry or Android phone. IDC, a global provider of market intelligence, predicts Smartphone shipments worldwide will jump by 55 per cent this year - 10 per cent more than projections it made earlier this year.
 
However, research from 1&1’s ‘SME Mobile Website Audit’ finds a worrying number of UK firms may be at risk of losing the audience they worked hard to acquire as consumers now switch to browsing the Internet from a mobile device. Despite 64 per cent of small business owners having used a mobile device to surf the web in their private lives, more than half (53 per cent) have not yet checked the appearance or functionality of their own business website using this method. 

The smaller screen and touch functionality of mobile devices can often make it necessary to adapt the design of websites. Furthermore, a significantly higher number of operating systems and browsers have to be supported as compared to local hardware like PCs. From companies that have examined their web presence from a mobile, 41 per cent admit their website has a reduced appearance from a mobile device, and 36 per cent know of reduced functionality. Worryingly, only 7 per cent of firms were confident they have optimised their websites for mobile usage, whilst 65 per cent have no plans to do so. 

Oliver Mauss, CEO 1&1 Internet Ltd. said, "Many websites have not yet reached the Smartphone age. As a result, small firms in particular can miss a massive opportunity. Businesses must ensure that when their website is viewed on a mobile, it loads promptly, functions correctly and comprises an attractive and fitting representation of them". 

 

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