If you are one of the four out of five Brits who uses their smartphone to access the web, you may well have felt “frustrated” when visiting a site not optimised for mobile.

That’s according to a study published by the Internet Advertising Bureau UK(IAB), which looked at the browsing habits of 2,000 smartphone users aged from 16 to 70 years of age. The study found that 52% of these users had visited a non-optimised site in the past month, with 69% of those reporting they were irked by the experience.

Interestingly, the report’s authors found that at least 47% of users pick up their smartphones or tablets when trying to research a consumable. Around 59% of people are prompted in these searches by traditional media; 48% have been prompted by online content and news.

IAB’s Senior Research Manager, Hannah Bewley said:

The fact that 59% of smartphone owners had been prompted by traditional media in the last four weeks to look for more information on products shows that mobile is the glue that holds other media together. The study emphasised the importance of optimising sites so that consumers are able to browse your site, research your product and transact on the move. With 73% not looking for an alternative device if they reach a non-optimised site, brands without a mobile strategy are risking losing customers.

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