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It’s happened to all of us at some point. We use our phone to look up something only to be disappointed in the website. Perhaps it didn’t fit the screen properly, maybe the navigation wasn’t clear or it just didn’t seem to work. Not having a responsive site that works on all devices can be a killer for a business. “Yes but I’m a B2B company, so it doesn’t matter.” Well not so fast.
A survey conducted by Google and Millward Brown Digital, on how the B2B audience uses digital when deciding to purchase, found that 89% of B2B purchasers will perform some kind of online research. While this is not surprising, what you may not realize is how that research is being performed. Use of mobile devices has significantly increased and is continuing to grow.
To understand this shift, we have to look at how the demographics of a B2B user have changed. Millennials are making up an increasing percentage of the workforce. The amount of millennial B2B buyers increased from 27% in 2012 to 46% in 2014. These buyers have never known a world without the internet.
As this demographic group has grown so has the use of mobile devices in the B2B buying process. As of 2014, 42% of buyers used a mobile device at some point in the B2B purchasing process. In fact, 49% of the buyers reported using a mobile device while at work. Data from the study showed a 91% growth in the use of mobile devices for B2B research and a 22% increase in purchases made via mobile over the 2012-2014.
If you want to be sure you are reaching your customers, a responsive site that is designed with mobile first in mind is critical.
New Edge Web Services understands the importance of effective mobile design. We will review your site from a mobile, tablet and laptop/desktop perspective and provide recommendations based upon our UX and web design skills to help make sure your site is customer friendly.Lisa Popa, New Edge Web Services LLC