Have you ever visited a website on your phone and quickly jumped back off it because it’s not optimised for mobile? Us too, and it seems we’re not the only ones… 

Research published in The Drum last week showed that 52% of people asked had visited a website that wasn’t optimised for mobile in the past month, with 69% of users finding the experience frustrating (to say the least!) And it’s pretty much safe to say that if your website isn’t optimised, you’ve lost your audience and won’t be getting them back anytime soon, as 73% of people admitted to not using an alternate device to re-visit the site.

Unsurprisingly, 81% of respondents said they used the internet on their mobile at least once a day, with this figure rising to 90% in 25-34 year olds. Mobile web browsing is only set to get bigger, with more and more users expecting to be able to browse your website, research products and transact with no problems.

And it seems that the tried and tested media techniques may not be as old and tired as some of us think… Two thirds of those asked said it was traditional media that drove them to a brand’s website, with newspaper advertising being named as one of the top three traditional media triggers alongside TV, outdoor, radio and magazine advertising.

For me this research confirms what we’ve all been pondering about for a while- traditional media channels still have a place alongside newer digital channels, but mobile is the glue that holds the pieces of the jigsaw together. Organisations that don’t have already have a mobile strategy in place need to be looking to get one quickly, before they lose out.