Research Reveals Hospitality Industry Ranks High for Mobile-Friendly Websites

| February 04, 2014

The hospitality industry is best at providing mobile-friendly websites, according to new research from hibu, a provider of digital marketing solutions and websites for businesses. hibu audited 10 industries and found that hospitality businesses are best in terms of mobile-friendliness. Sixty-three percent of hotel and B&B websites are mobile-friendly, and restaurants took second position, with 52 percent of websites being mobile-friendly.
 
Locksmith firms have also realized the importance of having a mobile-friendly website, the research found, with 45 percent of these businesses’ websites are easily viewed on mobile devices2, securing third place in hibu’s mobile-friendliness rankings.
In stark contrast, electricians and building and construction firms ranked low in the findings. hibu’s research found that just 20 percent of building and construction firms’ websites, and 25 percent of electricians’ websites are mobile-friendly3, missing out on the opportunity to attract local customers researching services on-the-go via tablets or mobile devices.
 
RESEARCH RESULTS BY US INDUSTRY

Industry % of websites not mobile-friendly % of websites mobile-friendly % of websites that support viewing on Samsung Galaxy S % of websites that support viewing on iPhone 5 % of websites that support viewing on iPad (4th Gen)
Hotel and B&B 37% 63% 57% 63% 14%
Restaurant 48% 52% 46% 51% 21%
Locksmith 55% 45% 43% 44% 12%
Taxi and Limo hire 56% 44% 37% 44% 7%
Plumbing 57% 43% 39% 40% 21%
Florist 58% 42% 20% 42% 7%
Beauty 59% 41% 32% 37% 17%
Hairdressing 63% 37% 35% 36% 14%
Electrical 75% 25% 18% 22% 10%
Building and Construction 80% 20% 19% 18% 11%
AVERAGE 59% 41% 35% 40% 13%
 
Despite some businesses already capitalizing on mobile marketing, the research also highlights that more than half (59 percent) of U.S. small and medium-sized businesses’ (SMBs) websites are not set up to enable customers to research or make purchases on mobile devices.4 With 56 percent of U.S. adults using a smartphone5, SMBs without a mobile-friendly website are missing the opportunity to reach more customers and drive sales.
 
Tablet adoption in the U.S. has almost doubled in the past year, and a third (34 percent) of American adults now own one6, so it is surprising to discover that 87 percent of SMBs’ websites do not support viewing on the iPad (4th Gen).
 
The iPhone 5 is the most popular mobile device for SMBs to design their website for; although the Android-powered Galaxy S range of phones is close behind.8 In spite of the continued popularity of the iPad, only 13 percent of small businesses are making their websites friendly for the device.
 
Recent research shows that 94 percent of smartphone users use their phone to search for information about local businesses and services10 and this is only set to increase, which means SMBs simply cannot afford not to optimize their website for mobile.

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