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eMarketer estimates that there will be 38.3 million smartphone users in the UK this year, representing three-quarters of internet users. At the same time, 32.8 million people—or 64.1% of internet users—will be tablet users. So far, small businesses in the country have done a poor job at creating quality experiences for such users, and recent research suggests this won’t change much in the coming year.
February 2015 research by YouGov for eBay looked at small-business owners (SBOs) in Great Britain who had an eBay account or online presence and found that just 30% used responsive design or mobile optimization for their site or app. Fewer than a quarter didn’t use this but intended to do so in the next 12 months, leaving nearly half of respondents with no plans to introduce responsive design/mobile optimization within a year.
Of course, it’s still good news that the slight majority of respondents had gone or intended to go mobile, and perks cited by those who had a mobile presence could influence non-users to change their minds or speed up efforts. Fully 45% of mobile-optimized SBOs had seen an increase in sales conversions, and 8% had seen a rise of more than 20%.
Small businesses in Great Britain that want to keep up with competition and boost sales—not to mention satisfy consumer demand—would be wise to get their mobile act together.
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