As Aussies, we love our technology. I certainly do. These days it seems that lining up for the latest smartphone is more Australian than lining up for Grand Final footy tickets. A staggering 69% of Australians own an internet capable phone, the kind of device that does everything from internet browsing to playing music to Angry Birds.

SiteSmartThis technology evolution continues to change the way we do things, including how we search for businesses. We’re not just looking on our desktops, we’re now searching on our mobiles as well. Ever been locked out of the house and need a locksmith? Well your new Macbook Air in the living room is useless in this scenario, no matter how thin and light it might be. Even been late for Mother’s Day lunch without a present? The nearest florist is easily found on your trusty mobile.

In fact, our mobile phones are rarely more than one meter away from us, even when we are sleeping! I’m the first to admit that when I’m on the couch, ordering a pizza is done on my mobile via an App because walking to the laptop on the kitchen bench is just three steps too far. I’m not alone in my laziness; 56% of mobile usage is now done at home.

I was amazed to find out that in less than two years, mobile internet users will outstrip desktop internet users. And it will only continue to grow from there.

So, what about your website? Is it optimised for a mobile phone? (If you don’t even have a website, we need to talk). We know that potential customers are looking for you on their mobile, but what kind of experience are you giving them? Pick up your phone and search for your business now and have a think about whether it’s a good experience.

A mobile friendly website has been specially designed for a small screen. The design is faster to download and puts the most important information right up front (business address, maps, directions and a click-to-call phone number).

The truth is that today’s consumers are an impatient bunch. Research from Google shows that 61% of users that land on a website that isn’t optimised for mobile phones will bounce right out of that site to look for another that is. It doesn’t matter how good your business is or how much marketing you spent to get that potential customer to your website; if they can’t easily view, browse and contact your business, they’re outta there and onto the next business.

Despite consumer preference for mobile search, and our high expectations, only 9% of Australian businesses with a website have a mobile optimised site. If you’re one of them, then you are winning because you are providing your potential customers with a great site experience. If you’re not one of them, consider this information your big opportunity for growth.

It doesn’t have to be too difficult or expensive to get a mobile optimised presence on the web, just make sure you’re asking your marketing advisor about it and what the options are. And if they don’t seem to have the right answers, then ask someone else.

The bottom line is that if you’re in business, you need to be on mobile. Because in the not too distant future, we’ll all be buying our footy tickets on our mobiles…. from the couch…. while eating pizza.

For more information on Sensis’ SiteSmart Website offerings, including their new mobile optimised sites, go to:

Has your business benefited by having a mobile website?