Moovweb’s analysis found an 83 percent increase in mobile friendliness between Q1 and Q2. However, only 33 percent of those sites moved beyond just mobile-friendliness to offer fully optimized mobile experiences. It also found most companies are stopping at qualifying as “mobile friendly” and not optimizing further (including improved speed and usability).
Haresh Kumar, vice president of marketing at Moovweb said:
This report exposes the gap that persists between being mobile-friendly and mobile optimized. The key to optimizing the entire customer journey on mobile is to provide personalized, contextual experiences. Brands which simply bring their desktop experiences to mobile will fail to connect with their customers and will lose market share.
Using its MoovScore tool, which measures mobile-friendliness as part of its evaluation of mobile site performance, Moovweb tracked mobile-friendliness among the top 3,500 AdWords spenders.
The company also found certain industries are doing better at mobile optimization – transportation, travel and hospitality, and retail. For other industries, such as finance and education, the proportion of mobile-optimized sites was less than 1 in 4.