Mobile website optimization has become a necessity for businesses of all sizes. More people are accessing websites on their tablets and smartphones and a vast majority of them are making purchase decisions through these devices. According to a May 2013 Pew Internet Mobile survey, 91 percent of American adults have a cell phone, with 56 percent owning a smartphone. Additionally, 35 percent of Americans over the age of 16 own a tablet.

Responsive design used to be a luxury or a “nice to have” for small to midsize businesses, but as more people surf the web through smartphones and tablets, it’s more important than ever to keep up with consumer behavior.

Here are the top three reasons why your business website needs to look great, no matter how it’s viewed:

1. Purchases are happening on mobile devices – According to Roelant Prins, chief commerce officer for multichannel payment company Adyen, “Mobile commerce continued its significant growth with a 27 percent increase in transactions over the last four months, and double-digit growth across almost every sector.” Smartphones and tablets have become personal mini-computers and people use them for all the same activities. Consumers rarely wait to go home and sit at a desktop before buying something online. More often, they make the purchase right on their phone.

2. Sharing influences buying decisions – Social media sites are very mobile driven. Most of the platforms with the largest user bases were built entirely to cater to smartphones. People can now share items they like with friends and family with just a few steps, which in turn heavily influences purchasing decisions made online.

3. Mobile is here to stay – Unlike previous trends such as the Palm personal digital assistants, smartphones keep innovating and are here to stay. There are 7.3 billion mobile devices in the world today and only 7 billion people. While that number is not all smartphones and tablets, of the fraction that are is still too big to ignore. Smartphones and tablets will only get faster, more user-friendly and further integrated into everyday life. The only question is whether websites can keep up to fit their requirements.

Savvy business owners should treat smartphones and tablets as a fundamental transition in consumer behavior instead of viewing it as a trend. It makes purchasing more efficient for people. Businesses must cater to this evolution and embrace the shift towards smaller, mobile devices. In a fast changing environment, you cannot afford to be left behind regarding mobile website optimization and responsive design.

To find out whether your website works for smartphones and tablets, email us at service@artemia.com for a free audit. We can share with you what we know works for your specific business and how your website can be optimized for all mobile devices.