Mobile Websites: Just Because You Can Doesn't Mean You Should

As the Internet continues to evolve, those of us in the Interactive industry find ourselves re-inventing the way we communicate. Until recently, web browsing on mobile devices such as a Blackberry or Palm was cumbersome and awkward at best. With the introduction of the Apple iPhone, Blackberry Storm, near broadband speeds, and browsers specific for mobile devices, mobile web browsing is now a viable option. But just because you can make a mobile-friendly website doesn't mean you should.

Forrester Research recently published an article citing that only 12% of consumers in 2008 visited a company's website on their phone. However, if your targeted audience fits into a mobile or early adopter category maybe it is an appropriate option. Consider the following audience segmentation first to see if your organization is a candidate for a mobile version of your website.

• Young people between the ages of 20 and 35
• Early Adopters
• The traveling "jet-set"
• "Mobile" employees

The first three demographics are more forgiving to software bugs and accepting of learning curves. They understand that the mobile web is a alternative version of a full website. They are willing to sacrifice full functionality to have the latest and coolest device.

The Mobile employee is less willing to make accommodations, they need information fast and they need information reliably. That will explain the careful adoption of technology, when it meets the business needs of the savvy users.

It may sound obvious, but mobile web users are very different from those who access the web from a PC. Current mobile communication methods such as text messages and tweets limited to 140 characters have molded the expectations for consuming information. So you'll need to consider whether your content is really in a format or the type that will satisfy the mobile user. Research data, white papers, and content heavy websites might not be best suited for mobile viewing no matter how fast your connection, or cool your device is. The fact is, the iPhone still only has a screen size of 320 by 480 pixels (computer monitors average 1280 by 1024 pixels) so size does matter.

The mobile web is continuing to evolve with new technologies and faster speeds every month. Before you jump in, make sure you have a valid reason to do so. Be specific about why you want to embrace the mobile world, the tangible objectives of your endeavor, and the business goals you want to achieve.

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