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Great Britain's Small Businesses Haven't Optimized for Mobile

About half of SBOs have no plans to introduce responsive design, mobile optimization this year

June 2, 2015 | Mobile

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.

Usage of Responsive Design/Mobile Optimization for Site/App Among Small-Business Owners in Great Britain, Feb 2015 (% of respondents)

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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