1.
Account Management
accounts@kkbc.co.jp
+1 971 237 3150 (US)
Research Group
research@kkbc.co.jp
+81 3 6868 5302 (Japan)
Digital Marketing
UNITED STATES
September 1, 2014
Internet Shifts to Mobile and Responsive
One-third of all webpages are viewed on a mobile
device, nearly doubled in past 12 months
On widespread acceptance of smartphones, particularly the Apple iPhone 4,
Americans have spent less hours on the internet from their desktops, checking e-
mail, reading headlines, or shopping. They’re doing it from smartphones, now.
With only a 3.5 inch diagonal display, websites designed for desktop displays
appear unreadable, and in some cases do not display at all. Responsive website
design is held up as a user and SEM streamlined, low-cost alternative to a classic
an m-dot mobile website.
Internet Usage on Mobile Devices Explodes
Americans now spend 55% of their time online on their smartphones rather than
on desktops.
Americans are putting their new smartphones to good use. They viewed one-third
of all webpages on the small screens of their mobile devices
They are viewing more webpages everyday. Americans viewed nearly twice as
many as they did at the beginning of 2013 mobile devices.
Demanding More from Responsive
Americans have embraced a variety of devices, use several to accomplish a single
task. They expect that the user experience is consistent and continuous across
devices.
Marketers demand simpler, more cost-effectiveness solutions to website design,
deployment, maintenance, across the entire website life-cycle.
Marketers are particularly conscious of the implications that responsive website
design has for and its ongoing impact on SEM.

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InternetShiftstoMobile&Responsive
September 1, 2014
2
Internet Shifts to Mobile & Responsive
Internet Usage on Mobile Devices Explodes
While new smartphone subscriptions should start to slow, mobile device traffic,
and webpage views from smartphones continues to rise drastically.
 Nearly everyone has a mobile phone. In the U.S., there are more mobile
subscriptions than there are people.
 9 out of 10 have a smartphone. 91.6% of the U.S. population (287 million)
has access to mobile web browsing, via high-speed cellular 3G/4G
subscriptions, up 10% from June 2012. (Informa, Jun ‘13)
 Spend more time on the smartphone than desktop. US adults in 2013
spend on average 34 hours per month using the mobile internet on
smartphones, and 27 hours on the PC internet (Nielsen).
 60% of all internet traffic is from mobile devices. Mobile device traffic has
surpassed desktop traffic and continues to grow. (inMobi, Feb ‘14),
 One-third of all webpages are viewed on a mobile device. (statcounter.com
May ‘14, wikimedia.com Feb ‘14)
 Webpage views from mobile devices nearly doubled in 1 year. (same)
Mobile users are increasingly using their mobile devices to access websites directly,
as the speed of mobile devices & communication networks increases and websites
are redesigned to respond to this trend.
0%
5%
10%
15%
20%
25%
30%
Feb-2008 Jul-2009 Nov-2010 Apr-2012 Aug-2013 Dec-2014
Figure 1: Mobile Browser Usage, Jul ‘08 – May ‘14
statcounter.com
May ’14
26.98%
July ’08
0.67%
Jan ’13
14.13%
Jan ’13 ~
+12.85%

3.
InternetShiftstoMobile&Responsive
September 1, 2014
3
Demanding More from Responsive
Responsive website design (RWD) employs the “one web” principle that prioritizes
function over design.
The “one web” principles is that all devices are provided the same basic
information, and the same basic functionality, whether or not the browser is able
to display all of the design elements of the webpage.
This enables the user to switch between devices and receive the same functional
services, and concentrate website design, administration, and maintenance
resources on one website for all browsers, significantly reducing cost.
Americans jump between their devices
Americans perform various daily tasks across devices. Being able to pick up
smoothly where they left off on their last device is key to efficiently accomplishing
tasks in their lives.
This is troublesome, or impossible, if each device uses a native application or is
provided different or incomplete information based on the browser.
 Americans own on average 4 digital devices, including HDTVs, DVRs, PCs,
smartphones, tablets, and gaming consoles (Nielsen, Feb ’14).
 90% of people move between devices to, (1) search again on a second device
for the same site, (2) directly navigating to the destination site, or (3) via
email, to send themselves a link to revisit later.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
Sep-13
Nov-13
Jan-14
Figure 2: Mobile Browser Usage, Jan 2011 – Feb 2014
wikimedia.com
Feb ’14
35.03%
Jan ’11
6.90%
Jan ’13
21.71%
Jan ’13 ~
+13.32%

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InternetShiftstoMobile&Responsive
September 1, 2014
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Responsive websites are cheaper
Doing everything twice, once for PC and once for mobile, doubles almost
everything. Only having one version of the website simplifies every aspect of
design, deployment, maintenance, SEM, everything, and this significantly reduces
cost. This also means a single URL, making it that much easier to promote.
-
5
10
15
20
25
30
35
40
45
50
Hulu Netflix
Device Hulu Netflix
Desktop 43 44
Mobile Phone 17 23
Smart TV 14 17
Connected computer to TV 15 16
Tablet 14 15
Connected Blu-ray 13 15
Wii 21 13
PS3 16 10
XBOX 360 14 12
Figure 3: How are Netflix & Hulu users streaming?
Nielsen, Feb ‘14
Figure 4: Top activities performed when sequentially screening between devices
Google, Aug ‘12
0
10
20
30
40
50
60
70
80
90
Browsing
the Internet
Social
Networking
Shopping
Online
Searching
for Info
Managing
Finances
Planning a
Trip
Watching an
Online Video
81%

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InternetShiftstoMobile&Responsive
September 1, 2014
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Responsive websites rank better
Google announced on June 11, 2013, that Google started penalizing websites that
are not mobile device-friendly. Responsive websites rank better than sites that are
not responsive or have properly redirecting mobile subdomains.
Google recommends using responsive design because having one address for
desktop and mobile makes it easier for Google to discover content and Google’s
algorithms to assign indexing properties to content.
Google’s Matthew Cutts, leads the Webspam and works with search quality team
on search engine optimization issues, endorsed responsive design because it works
well,
“Responsive design just means that the page works totally fine whether you
access for site URL with a desktop browser or whether you access that URL with
mobile browser,”, “Things will rescale, the page size will be taken into account.”
Figure 6: Google endorses responsive design
Google
Figure 5: Responsive vs. m-dot Mobile Website
Responsive website design
“One web” design with dynamic
layout
m-dot Mobile Website
subdomain and subdirectories.

6.
InternetShiftstoMobile&Responsive
September 1, 2014
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He goes on to describes the benefits in search rank, and advertising rank,
“In general, I wouldn’t worry about a site that is using responsive design losing SEO
benefits because by definition you’ve got the same URL,”
“So in theory, if you do a mobile version of the site, if you don’t handle that well
and you don’t do the ‘rel=canonical’ and all those sorts of things, then you might,
in theory, divide the PageRank between those two pages. But if you have
responsive design then everything is handled from one URL, so the PageRank
doesn’t get divided, everything works fine.”