Be more mobile friendly, firms are urged
SMALL BUSINESSES in Yorkshire could be failing to cash in on the boom in mobile shopping by not having websites that automatically adapt for the different screen sizes of smartphones and tablets, according to new research.
A nationwide survey of more than 2,000 small businesses and 2,000 consumers by PayPal found a growing gap between online shoppers’ mobile preferences and what small businesses are offering – which could be costing them potential sales.
Mobile shopping growth is outstripping overall online spending by four to one in the UK.
This trend looks set to continue, with 34 per cent of shoppers in Yorkshire expecting to use their smartphones to shop more often in the next 12 months, rising to 37 per cent for 16 to 24-yearolds.
Nearly six in ten, 58 per cent, of local millennials are browsing for new purchases on their smartphone every day.
Overall consumer appetite for mobile shopping is also growing quickly: the estimated annual spend on mobile nearly doubled from £13.5bn to £27bn from 2016 to 2017 and it is estimated to hit £43bn by 2020. Despite this, only 18 per cent of Yorkshire’s small businesses have a website that is friendly for mobile devices.
Nicola Longfield, director of small business at PayPal UK, said: “With mobile web browsing overtaking desktop for the first-time last year, it is more important than ever that businesses adapt.
“There are small changes that Yorkshire’s businesses can make to give themselves a boost, and the top item should be making websites more mobile friendly for smartphone or tablet. Shoppers are increasingly frustrated by websites which require them to pinch the screen to zoom in and scroll endlessly to find miniature checkout buttons.”