Hospitality industry comes out on top for mobile-friendly websites

23 Jan 2014

The hospitality industry is best at providing mobile-friendly websites, according to new research from hibu, a leading 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.1

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).7

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.9

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.

“Anyone who has visited a website that isn’t mobile-friendly knows how frustrating – or even impossible – it is to browse and navigate it on their mobile device,” said Matt Anderson, hibu Chief Digital Officer. “With consumers increasingly searching local businesses on their smartphones and tablets, it’s crucial that firms have websites that are mobile-friendly so that they continue to attract customers and don’t fall behind their competitors. Business owners may feel daunted by mobile technology, but in reality they don’t need any technical skills to ensure that their site works well and looks great on any device, or even to optimize it specifically for smartphones or tablets.”

In order to help SMBs struggling with the mobile challenge, hibu has launched its business store which enables SMBs to create a website or online shop that is fully optimized for mobile, search and social. Businesses can take advantage of the hibu website 30-day free trial before signing up to the full service.

For more information about the mobile research, including a downloadable PDF detailing the full research, please visit http://business.hibu.com/knowledge/hibu-us-mobile-audit/.

-ends-

Notes to editors

Mobile research methodology

hibu audited the mobile-friendliness of 1,000 U.S. SMBs’ websites, across 10 different industries, across the 10 largest U.S. cities by population. The researchers used Google desktop search to select the SMB’s websites to audit. For example, a search for 'Plumbers in Houston' was made in Google and the first 10 plumbers that were returned were selected to audit. The audit of the websites was completed using a third-party tool called Browserstack, which live tests how a website looks on different mobile devices. hibu tested SMBs' websites across three devices:

1. The iPhone 5
2. The Samsung Galaxy S
3. The iPad (4th gen)

Press contacts

hibu – Media
Rebekah Nicodemus
(415) 593-1400
hibuus@atomicpr.com

Related links
Twitter: @hibuUS
Facebook: https://twitter.com/hibuUS
Google+: https://plus.google.com/115195563293334556732/about
LinkedIn: http://www.linkedin.com/company/6936
hibu business store: http://business.hibu.com 

About hibu

hibu helps communities thrive by facilitating millions of connections each year between consumers who want to find products and services locally and the merchants who provide them.

hibu helps merchants compete in the digital world with a broad range of marketing and commerce solutions offered  online and through hibu’s direct sales teams. Building on its heritage as a premier directories provider, hibu continues to offer a full range of print- and distribution-based marketing services.

hibu operates in the UK, US, Spain, Argentina, Chile, Peru and US Hispanic markets. In the twelve months to 31 March 2013, hibu had one million SME customers and total revenues of £1.3 billion.

References

1 Source: hibu US mobile audit, month of October 2013, among websites audited
2 Source: hibu US mobile audit, month of October 2013, among websites audited
3 Source: hibu US mobile audit, month of October 2013, among websites audited
4 Source: hibu US mobile audit, month of October 2013, among websites audited
5 Source: Our Mobile Planet, US, Google, month of May 2013
6 Source: Pew Research, 2013
7 Source: hibu US mobile audit, month of October 2013, among websites audited
8 Source: hibu US mobile audit, month of October 2013, among websites audited
9 Source: hibu US mobile audit, month of October 2013, among websites audited
10Source: Our Mobile Planet, US Google, month of May 2013


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