Small business website design news

Britain is a nation of smartphone addicts

Submitted by Rachel Jones on 2012-01-27 08:10:22

Around 30 per cent of Britons owned a smartphone in January and February of last year, climbing to 45 per cent during September and October.

In comparison, the figures for Japan stood at six per cent and 17 per cent respectively, new research from Google and Ipsos revealed.

While more US residents owned a smartphone in January and February (31 per cent), this had only increased by seven per cent by September and October.

The research discovered that smartphones are increasingly being used to access the internet. More than half of Britons with such devices go online every day, with the figure increasing to more than two-thirds for US residents.

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Small and medium-sized enterprises in the UK should take note of the fact many consumers go online via their smartphone on such a regular basis. However, if their websites are not optimised for mobile devices, brands will miss out on potential sales and profits.

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Google recently conducted another study with the British Retail Consortium, which found that in the fourth quarter of 2011, search volumes over tablets and smartphones rallied by 169 per cent year-on-year.

However, if a customer lands on a brand's website and finds it is incompatible with their device, or hard to navigate, they will soon leave and head to a rival's platform.

Small businesses therefore need to ensure their site is easy to use across a variety of devices, with as little interaction with the screen required as possible to prevent the shopping process becoming fidgety.

Web pages also need to be scaled down, as large ones can cause a website to crash, frustrating online shoppers. This should not be remedied by stripping engaging features to the bare minimal, but rather by creating a balanced mix of interaction and navigation.

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