The growth in Web-enabled mobile phone usage is revolutionizing the way we use the Internet. Fueled by the iPhone and Android devices in the consumer market and the BlackBerry in the enterprise space, adoption is skyrocketing and the research numbers back this up convincingly. According to an eMarketer forecast, by 2014 an estimated 53.9 percent of mobile phone users in the United States will access the Internet through a mobile browser or application. This translates to about 44 percent of the total US population. In 2010 eMarketer estimated that 28 percent of the total U.S. population accessed the Internet from a mobile phone, up from 17 percent in 2008.

The proliferation in mobile Internet usage will have a profound impact on the way businesses and content providers reach their audiences on the Internet. Any organization that is serious about reaching mobile Internet users will need an engaging and efficient mobile Web presence.

A substandard mobile Internet experience has wide-ranging implications. A study by Gomez, a leading Web performance monitoring group, found that mobile Internet users who had a bad experience on a mobile website were very unlikely to return. A total of 61 percent of users said they would be less likely to visit that website again. Worse, 23 percent of respondents said they would be less likely to make a purchase from that company, while 19 percent said they would have a negative overall perception of the company. Additionally, 40 percent of users said they would visit the website of a competitor that offered a similar service. The fact is when it comes to mobile Web presence, businesses have very little margin for error, and with the pace of growth accelerating, a very narrow window of opportunity.