The mobile user has been typecast.
For a long time, we've talked about the users of smartphones, taken the size of their screen as an indication of their motion, and provided those users exactly what they need when they're on the go. And for a long time, the mobile user was always on the go, needing a simple website with directions and phone numbers and not much else. But the mobile landscape is shifting.
As smartphone usage increases, the diversity of users is increasing in step. Smartphone owners now use their phones in myriad situations, not just on the go. For example, a recent Nielsen study shows that 86% of U.S. smartphone owners use their smartphones when watching TV. And many people surf the web on their smartphones while at a friend's house or while out to eat.
In developing nations in particular, many smartphone users don't even use full computers—their smartphone is their only access to the internet. These smartphone users aren't just looking for directions and phone numbers—they're looking for a full website experience.
Smartphone use is going to continue to grow. The mobile internet is not a passing fad. What experience will you provide for all of your potential customers? An overly simple mobile landing page? A site that doesn't fit on a mobile device? Or an awesome web experience for anyone who wants to find about your business—no matter the size of their screen?