A website that is responsive is a website that displays well on any device. That is, whether a user is viewing it on their smartphone, tablet, desktop, or their television, they will have an experience that seems as if it were tailored for them. Responsive websites have one code base that adapts to the needs of the device they are displayed on.
Below are a few reasons in favor of responsive design.
People have come to expect the websites they use to be well designed for their devices. Usage patterns confirm this, in that users have been shown to stop using a site altogether if it does not display well on their platform. In fact, Adobe reports that almost 40% of users will leave the site, and another 35% will switch devices, interrupting their session. 48% of consumers report that a poorly designed website makes them feel like that company does not care about their business (Verve).
What are websites for? Websites provide information and services. Not only will an attractive design keep people on a website, but it will make them more likely to take advantage of said services. Google reports that users are 67% more likely to buy a product or use a service if the website they are using is well designed (Verve). Wow, that is a big number...
3. Search Results
Face it, most people find a website by using a search engine. Not only that, but nearly 60% of searches come from mobile devices (SearchEngineLand). It should be evident that it is valuable for a website to rank highly in searches. In May of 2016, Google announced that their engine would increasingly favor websites with a responsive design (TechCrunch). The jury is in; the majority of users are on mobile, and most of them are searching on mobile, so a company's website has to cater to these users if it wants to be visible and relevant.
“22 Reasons Your Business Needs a Responsive Website Design.” Verve. Verve Graphics Design and Marketing Ltd. 10 August 2015. http://www.verveuk.eu/news/22-reasons-your-business-needs-a-responsive-website-design/
“Google’s Latest Mobile Search Algorithm.” TechCrunch. AOL Inc. 16 March 2016. https://techcrunch.com/2016/03/16/googles-makes-having-a-mobile-friendly-site-more-important-get-page-one-listing-seo/
“Report: Nearly 60 Percent of Searches now From Mobile Devices.” SearchEngineLand. Third Door Media, Inc. 3 August 2016. http://searchengineland.com/report-nearly-60-percent-searches-now-mobile-devices-255025
“State of Content: Expectations on the Rise.” Adobe. Adobe, Inc. October 2015. http://wwwimages.adobe.com/content/dam/Adobe/en/max/2015/pdfs/state-of-content-oct.pdf