67% of Consumers Are More Likely To Purchase From Mobile-Friendly Sites

67% of Consumers Are More Likely To Purchase From Mobile-Friendly SitesNearly three-quarters (72%) of consumers think it’s important for brands to have a mobile-friendly site, according to a recent study by Google.

Despite this clear expectation by consumers, nearly all of those surveyed (96%) have come across a site that wasn’t mobile-friendly, AdWeek reports.  What happens when they do?  The majority (55%) say a bad mobile site experience hurts their opinion of a brand. Even more respondents – 61% – will simply leave the site/brand, looking elsewhere and abandoning a potential purchase.

Two-thirds of consumers find mobile sites through search engines, and nearly eight in ten (79%) will go back to the search if they’re not not happy with the site they click on.  Consumers who don’t like the site they find are five times more likely to abandon the search completely.

So what happens when consumers do find a mobile-friendly site?  Over two-thirds of respondents (67%) say they are more likely to make a purchase.

What are consumers looking for on mobile sites?

  • 76% want to be able to find a company’s location or operating hours
  • 61% want to click a button to call a company
  • 54% want the ability to send an email to the company
  • 53% said they’d like to be able to download the brand’s mobile app through the mobile site

In terms of navigation on the mobile site, over three-quarters of respondents agreed that more information from a mobile site should be only a click or two away, the site’s search bar should be easy to find and/or use and (seems obvious, but…) the site should fit the mobile screen.

The data comes from interviews with 1,088 U.S. adults aged 25-54, conducted by Sterling Brands and SmithGeiger in Q3 2012; plus 40 consumers’ mobile journals and a 32-consumer focus group (AdWeek).