Mobile-responsive web design in Europe - Statistics & Facts
Responsive web design (RWD) refers to adapting different elements of a website to various devices. In the period from 2010 to 2016, mobile penetration in Europe increased by over ten percent, reaching 135 percent in the year 2016. Following the trend, companies have to adopt mobile-responsive design for their websites in order to maintain or increase their online presence. In the United Kingdom, Germany and Spain, approximately 30 percent of online commerce traffic in each country was generated via mobile devices, as of 2015.
In 2015, 52 percent of small and medium-sized businesses in Europe had mobile-optimized websites. While the concept of a responsive website might not be the number one priority for micro enterprises, large retailers take advantage of the opportunity to optimize the performance of their e-commerce sites. In the UK alone, the share of multi-channel retailers with mobile-optimized websites grew by nearly 30 percent from 2012 to 2015. In Italy, roughly 60 percent of 2,500 companies had a mobile-optimized website in 2015. A year later in 2016, research on digital performance revealed the high level of mobile adoption among major B2C and B2B companies in the Nordic countries. According to the study, nearly all of the surveyed companies in Sweden, Norway and Finland had a mobile-optimized website, with roughly 70 to 90 percent offering iOS and Android apps.
At industry level, mobile performance in Europe varies by country and by industry. In Sweden and Finland, local evaluation from the year 2016 shows that telecommunications and media industries excel in the utilization of mobile channels. A year earlier in Italy, IT companies led the way in mobile optimization among the 2,500 surveyed websites in the country.
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