Recent data has shown mobile search overtaking traditional desktop computer searches as more people interact with brands via mobile devices. To stay successful and engaged with consumers, it's necessary that companies understand and embrace websites that are calibrated to the mobile user.

Here are a few reasons why it's important to have a mobile-friendly website.

Mobile Options Are Rapidly Expanding 

As mobile devices are becoming more available and less expensive, more people are purchasing them for professional and personal use. There are many versatile and affordable options for people who want to be constantly connected; a great example is the new Lenovo Yoga Tablet 10, which is offered at less than $300 and competes with all other major tablets. Cellphone providers are also offering smartphones at low prices and without contracts to entice more buyers.

Mobile Search Users Want Local Results

When a user searches on a mobile device for "pizza delivery" or "gas station," they want the closest and most convenient option. In fact, Yahoo! reports that 1:3 mobile searches are locally-based, in contrast to 1:5 for desktops. It's important that these businesses optimize their websites for the mobile user so they don't miss out on customers.

Mobile Search Users Are Ready To Convert

Many mobile searches are looking to take action immediately. A good example is someone searching on their cell phone for a towing company — it's safe to infer that this person is stranded on the side of the road and needs immediate assistance. The mobile user is ready to buy. It's also safe to assume that someone performing the same type of search on a desktop computer doesn't have the same sense of urgency, and is likely using the information in a more casual way — i.e., shopping around for general information and pricing quotes. Surojit Chatterjee, who heads up Google's Mobile Search division, recently said, "The time between intent and action is shorter on mobile actions."

The Number of Kids Using Tablets and Smartphones Is On the Rise

The number of children using mobile devices is another good reason for companies (especially kid-centric ones!) to be thoughtful of their mobile websites and make them simple and intuitive to navigate. Parents no longer need to worry about their children spending too much time in front of the television, because kids nowadays are shifting their attention to smartphones and tablets … and they are starting young!

According to a study by the family advocacy group Common Sense Media, 72 percent of kids eight and under (and 33 percent of babies under two!) have used tablets or smartphones. This number is up from 38 percent of kids in 2011. The average time kids spend watching television is also on the decline, dropping from an hour and nine minutes per day to 57 minutes.

Users Spending More Time on Mobile Devices (and Engaging More)

IgnitionOne reports that tablet users spend 17 percent more time surfing the web than desktop computer users. Smartphone users spent four percent more time on the web than desktop computer users. Tablets also scored nine percent higher on the "engagement scale" than personal computers — meaning that tablet users were more likely to convert than PC users. (Smartphones did not have as high of a score on the "engagement scale.")

Advertisers have been quick to acknowledge this data and adjust their search spending appropriately. Search advertising spending on tablets grew by 113 percent this year, and smartphone ad spending grew by 112 percent.

Author Bio
Jessica is a freelance journalist who loves to cover technology news and the ways that technology makes life easier. She also blogs at FreshlyTechy.com. Check her out on Twitter @TechyJessy.