If you are not providing a satisfactory mobile experience you will likely miss out with the consumer and with Google. Remember in 2015 when Google changed its search algorithm to favor mobile-friendly sites.

With consumers, mobile digital media time is now significantly higher at 51% compared to desktop at 42%. In the U.S. alone, multi-device usage dominates, particularly among Millennials.

The reality is that while mobile is overwhelmingly popular for some activities such as social media, messaging and news, the majority of consumers also have desktop and tablets for more detailed review and purchasing. For example, “travel and hospitality” according to Adobe Analytics, desktop use is 61%.

With so many site visits still on desktop, it is important when designing to use a responsive web design so that the desktop experience isn’t degraded. Responsive websites adjust their layout to the device being used to view it.

A better solution is to use an “adaptive web design” where layout and content are pre-set for presentation on desktop, tablet and smartphone screen dimensions to ensure consistent experiences across devices. In adaptive design, it’s normal to develop six designs for the six most common screen widths; 320, 480, 760, 960, 1200, and 1600 pixels.

Sites like Amazon, USA Today and Apple use adaptive to ensure their content displays as intended in the different screens rather than leaving the design to try to rearrange itself.

The key takeaway to confirm that your website is built to be responsive for mobile and, better yet, if it is built to be adaptive.