Users are increasingly disconnecting from their fixed positions and embracing the mobile web.
Traditionally, the web has always been a sedimentary experience, accessed most commonly from a stationary position inside of homes, offices and public hot spots. More recently a surge in mobile ready devices has given breath to a new era in computing. Mobile computing is rapidly growing and becoming more advanced every day. Users are doing more on their smart phones than ever before including mobile banking, commerce and general browsing. This magnification is mostly led by device capabilities and network speed increases. However, one could argue that mobile computing is a more natural way to access information.
Imagine you are in a store looking to buy a new toaster, and are torn between two models from competitive manufacturers. As a modern individual you know that these companies probably have websites, and proceed to google for them. Both companies websites are clearly visible and prominent in the search results because they have spent thousands of dollars on SEO. However, the first companies website has not been mobile optimized. You must drag the page around, zooming in and out just to get a clear idea of the structure, and then when you finally find the piece of content you are looking for, you have to zoom in and pan around to read it.
The second company however, has made the investment in a mobile ready website. Their interface dynamically resizes to fit your screen, the navigation is clear and crisp and it loads fast. Moreover the information you are after is immediately accessible and well organized.
Your frustration with that first website in comparison with the latter is going to a have an impact on your decision. It’s in our nature to hold grudges after all.
As users evolve so must our websites to accommodate their needs, our websites must be mobile friendly. We certainly can not expect users to pinch and zoom our pages to read the content, that is a terrible user experience. The less work our users have to put forth to access the information the more likely they are to be a patron, or utilize that service.