[dropcap]G[/dropcap]oogle’s “What Users Want Most From Mobile Sites” report took a look at how consumers interact with the mobile Web and pulled together a few case studies and best practice tips to help marketers boost their mobile Web initiatives.

Google took a deeper look at users’ expectations and reactions towards their site experiences on mobile. Most interestingly, 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site.

In this world of constant connectivity, consumers expect to find the information that they want, when they want it — especially when they’re on the go.

Interesting tidbits:

• 96% of consumers say they’ve encountered sites that were clearly not designed for mobile devices.
• 74 percent of consumers in the study said that they would likely to return to the mobile site in the future.
• 52 percent of users surveyed said that a bad mobile experience means that they will engage with a brand less, showing how mobile trickles into all areas of how consumers interact with a brand.
• 67 percent of consumers in the study said that they would be more willing to buy from a mobile site.
• 74 percent of mobile users said that being able to get directions and operating hours was important to them on a retailer’s mobile site.
• 64 percent of consumers wanted to contact the store.
• 61 percent of users wanted to find product information.

The bottom line: [highlight]Without a mobile-friendly site you’ll be driving users to your competition[/highlight]. In fact, 67% of users are more likely to buy from a mobile-friendly site, so if that site’s not yours, you’ll be missing out in a big way.

Google adds, “Having a great mobile site is no longer just about making a few more sales. It’s become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you.”

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