40% of big U.S. companies boast mobile sites

40% of U.S. companies with annual revenue of $50 million or more offer mobile web sites, and an additional 22% plan to do so in the next 12 months, according to “Mobile Web Sites: Designing for Mobility,” a new report from JupiterResearch.

The number of mobile web sites—which today focus on consumer experience first and monetization second—is growing because mobile phones are becoming more powerful tools, mobile web browsers are better than ever, and wireless networks are transmitting data much faster, says Julie Ask, vice president and research director at JupiterResearch and lead author of the report. Ask specializes in mobile technology and wireless networking.

Top 500 Guide

“As mobile phones and the mobile web experience improves, more consumers are using the mobile web,” Ask says. “Now consumer expectations go up: They have some good experiences with mobile sites and soon they are expecting standard web sites of other companies to offer a mobile experience.”

25% of mobile phone users in the U.S. browse the Internet from their phones, with 16% doing so frequently, the report says. As adoption and use grows, the importance of web sites suitable for small screens is growing in importance, it adds.

And the importance of m-commerce sites for retailers is growing, as well, Ask says. “When we think of a mobile web experience, we think ‘why’? What are people doing that can’t wait until they get home or get to the office,” she says. “They may be bored and just browsing, but with retailing there is more intent. If someone is browsing for an iPod or movie on their phone, it’s possible they want to buy that item now.”

Mobile phones also can help drive sales at bricks-and-mortar stores. “A mobile phone user may want to find a store close by with an item in inventory. Phones, through mobile sites and people checking their personal e-mail, also can drive foot traffic into stores for special events and sales,” Ask says. “Mobile coupons are interesting, too. 2% of advertisers we’ve surveyed are using mobile coupons and this could be one of the biggest growth categories we see during the next year.”