The Search Agency’s Mobile Experience Scorecard: Fortune 100 Companies

Posted on Thursday, October 10th, 2013 by Print This Post Print This Post

Categories - Featured, Mobile, SEO

According to a recent report by the Pew Research Center, 56% of American adults now own a smartphone.  As the number of smartphone owners continues to grow, users are relying on their mobile devices more than ever to perform searches and gather information.  Businesses that do not provide users with mobile-friendly experiences risk alienating mobile users and losing valuable traffic. In fact, 40% of mobile users claim they would click another result if a site was not mobile-optimized.

In response to this shift in online engagement, Google recently updated its guidelines for mobile sites.  Above all, the search engine recommend that mobile sites load in under one second, or at the very least, that content above the fold loads in under one second.  Google also established Responsive Web Design (RWD) as the industry standard for rendering sites on mobile devices.

As the mobile era continues to unfold, The Search Agency sought to understand how established businesses are adapting to the growing importance of mobile and to Google’s subsequent crackdown on mobile-unfriendly sites.   We evaluated the mobiles sites of the Fortune 100 companies to see what kind of mobile experience the largest corporations in the United States provide.  Using our Mobile Experience Scorecard, we assigned a total score out of five to each company’s mobile website based on five factors: load speed, site format, calculated download speed, social media presence, and app presence.  Despite the sizable budgets and big brand names of these companies, the results were surprising.

Here are some of the most interesting findings from our evaluation:

  • Only 9% of the sites used Responsive Web Design, while 47% used dedicated mobile sites and the other 44% used the desktop version of the site.

TSA Mobile Experience 1

  • Only 16% of the sites loaded in under 1 second – the average load speed was 5 seconds.

 TSA Mobile Experience 2

  • 51% of the sites provided links to their social media pages.
  • 27% of the sites linked to an app download.
  • The sites with the best mobile experience according to our criteria were Coca-Cola and FedEx, closely followed by TIAA-CREF and Walgreens.

Check out the full Mobile Experience Scorecard report to see how other companies scored and to read about the best practices for improving your site’s mobile experience.

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