Imagine you’re waiting for a bus and you remember a website that interested you from a recent radio ad. Taking advantage of your temporary free time, you pull out your trusty smartphone and diligently enter the web address into your favorite mobile browser and...disappointment. The website isn’t optimized for mobile and is difficult to navigate via the constant zooming and panning necessary to find the content you’re looking for.
The situation above can be repeated by changing a few elements but always arriving at an all too familiar outcome. Maybe you are watching TV while casually using your smartphone, as 86% of us do, say stats. A commercial directs you to a mobile website that helpfully states “This content is not available on our mobile site. Please visit the desktop website on your computer.” Or maybe the website was built solely in Adobe Flash, which isn’t available on mobile devices, or inexplicably the website simply does not load at all, leaving the mobile consumer with a seemingly empty page. Is this what you want your brand experience to be on mobile?
