Yesterday as I was waiting at the crosswalk for the walk signal, I pulled out my mobile phone to look something up on the internet.  Afterall, I had a few seconds to spare. The funny thing is, as I looked around me, I noticed how many other people were doing the exact same thing.

We are becoming attached to our phones and this increased reliance on our smart devices is driving growth in mobile internet usage. According to eMarketer, by 2013, 142.1 million users (53.9% of the US mobile user population) will access the internet using mobile browsers or applications.

For marketers, this creates opportunities for increased engagement and outreach to potential customers via mobile. However, the mobile marketplace is fast paced and marketers will need to keep up with the changes as well as consumers expectations.

A great place to begin in assuring your company is ready to accommodate mobile users is making sure your company website is mobile friendly.  But what makes a website “friendly” to a mobile user? What do they expect when it comes to their mobile web experience?

Gomez, a web performance monitoring firm, recently released the results of a survey “What Users Want From the Mobile Web Experience” that takes a look at what is most important and what frustrates consumers the most when accessing the internet via their mobile device.

The survey reveals the most common problem mobile users encounter when browsing websites is poor website formatting, making it difficult to read or use.  Slow page load times are also a common frustration.  Mobile users want quick access to the internet and on-the-go access to information.  According to the survey, consumers consider availability and response time the two most important factors when browsing mobile sites.

How does your company website measure up?  Is it easy to read with links to content that is easily accessible?  Does it pop up quickly or does it take several minutes just to load the home page?  Mobile optimization of your website will be key in marketing to consumers who expect to access information quickly, anytime and anywhere.  Open the door to this growing opportunity by taking the time now to make the necessary changes and adjustments that make your website a mobile friendly resource.