Whereas social media is transforming how people connect together, it is the huge expansion in the use of smartphones that is truly the revolutionary change. And to a large extent, the popularity of social media depends on the use of mobile devices.

“Smartphones are the fastest selling gadgets in history, exceeding the growth of the simple mobile phones that preceded them. They outsell personal computers four to one. Today about half the adult population owns a smartphone; by 2020, 80% will.” (source: The Economist, February 28, 2015)

Why are smartphones so popular?

Size and connectivity have a lot to do with it. Smartphones are portable supercomputers, ideal for hand-browsing. Time magazine calls them “the Swiss army knife of gadgets“. They come equipped with GPS system, digital camera, flashlight, voice recorder, home automation controller, and many, many more features.

They bring billions of people together on a daily basis.

More people are using mobile devices to get online than ever before and the time spent on mobile is now more than other traditional devices. According to 2014 eMarketer’s research, the average U.S. adult spends less and less time in front of the television whereas the time spent on digital mobile devices is on a constant rise.

In spite of that, many organizations have not yet optimized their websites for mobile thereby depriving users from easy access to their information while on the go.

How important is a mobile-optimized site for business?

By all accounts, it is very important for many reasons. Firstly, one-third online traffic is mobile and it’s growing. It has been the mainstay of business communication for many years. Just take a look at Blackberry’s success.

In addition, mobile surpasses desktop shopping activity. More than half of all time spent on online shopping in June 2013 was on a mobile device. Out of the 55 % mobile devices, 44 % was from a smartphone while the remaining 11 % was from a tablet device. The rest of the 45 % shopping activity occurred on desktops and laptops.

Lastly, consumers, who search local business for business hours, directions to store and local store address, visited the store within 24 hours and purchase at a higher rate (18%) as compared to 7% for non-local searches.

What does a mobile friendly website mean?

A mobile friendly website is simple, easy to navigate and loads in a few seconds. It displays a small page size, is easy to read and shows only essential information. It should be easy for users to browse your website while on the move.

Fortunately for organizations, there is new software readily available that is fully responsive and allows your website to be reformatted fairly easily. WordPress is a good example of this new technology.

So why is it that a lot of the organizations are not taking advantage of this opportunity which clearly is the future?