Last year’s Olympic Games saw access to associated websites from smartphones match the number accessed from PCs and laptops. Additionally, a significant number of browsers accessed them via tablets. Indeed some experts believe the Rio Olympics in 2016 will see an even greater number of followers using mobile devices to track the events online.

This sea-change in online access, and the ubiquity of smartphones, means web development has to keep pace. Web developers have to continue to ensure their content is displayed, and usable on desktops, but it must also be optimised and ready to use on mobile devices.

Smaller, touch-screen displays must be catered for if a business is to keep up with the changing consumer trends being seen. The smaller screens are more challenging for web developers to design and code for. Indeed, these smaller displays mean IT experts are being consulted for their design input in equal measure to their coding skills as traditionally designed marketing graphics struggle to fit into the mobile landscape.

Many larger media based companies have kept up with the trends in consumer access to the internet and have indeed noted a rapid increase in mobile usage. This confirmation that the future is mobile comes as little surprise but there are still businesses failing to adapt to the changes.

According to a recent survey only 26% of businesses have a mobile version of their website. Despite this, over 29% confirm that they see mobile as important to their marketing in the future. Those which fail to adapt will see customers click away as unwieldy websites fail to excite the mobile user.