Mobile Web Winners and Losers: How Does Your Industry Rank?
It’s well established that most small businesses are behind the curve when it comes to rolling out mobile-optimized websites: Just 26 percent of all SMB sites are properly adjusted to render on smartphone screens, according to the latest Web.com data. (This is especially concerning since so many consumers have gone mobile.) But some verticals have made far greater progress than others, and just how far behind—or ahead of—the curve you are depends on what kind of small business you operate.
Based on all the small business sites built on the DudaMobile do-it-yourself platform between October 2011 and April 2012, companies in the restaurant and food service sector are most likely to go mobile, with 28 percent of pizzerias, bakeries, and food trucks greeting the mobile masses with websites designed for on-the-go access. The drop-off is steep from there: Just 16 percent of professional services firms (e.g., attorneys, locksmiths, and accountants) have mobile-friendly sites, followed by health and wellness (fitness studios, spas, and salons) at 10 percent, travel and tourism (hotels and travel agencies) at 8 percent, and automotive and transportation (car repair and towing) at 6 percent.
Bakeries and fitness centers may exist at opposite ends of the spectrum, but DudaMobile points out that all the small business categories embracing mobile-optimized sites share one thing in common: High call volumes. The firm states that close to 20 percent of visits to a mobile website result in an immediate call to the business.
“When we look at who is building mobile websites, it makes perfect sense that we are seeing businesses that rely on phone calls to connect with customers,” said Dennis Mink, DudaMobile’s chief marketing officer. “These businesses need their phone to ring and want to make it as easy as possible for customers to reach them while they’re on the go.”
Even within each specific business category, some types of small businesses have made more progress in mobile than others, DudaMobile adds. Zeroing in on the professional services category, legal and financial services firms account for nearly 25 percent of all mobile sites built, while within the health and wellness segment, salons and spas represent 45 percent of mobile sites. And if you’re a boutique hotel or bed and breakfast that hasn’t gone mobile, you’ve got some catching up to do: Those destinations account for 53 percent of all mobile-ready sites in the travel and tourism vertical.
Of course, all SMB categories are behind the times in comparison with consumer trends. Eighty-eight percent of all U.S. adults now own a mobile phone of some kind, according to the latest Pew Internet & American Life Project data, and 55 percent of them use their device to go online, up from 31 percent as recently as three years ago.
Moreover, close to a third of mobile web users say they primarily go online via phone instead of another connected devices like a PC or laptop. “That works out to 17 percent of all adult cell owners who are ‘cell-mostly Internet users’—that is, who use their phone for most of their online browsing,” Pew states. Needless to say, that’s a significant chunk of the consumer population—will your mobile presence welcome them or alienate them?
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