responsive web design

Responsive Web Design

Responsive web design (RWD) is a web design approach aimed to provide an optimal viewing experience: easy reading and navigation with a minimum of resizing, panning, and scrolling across a wide range of devices (from mobile phones to desktop computer monitors). A site designed with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, and CSS3 media queries.

In late 2012, Google recommended responsive design in its Webmaster's Guide:
Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.

Responsive Web Design

Mobile devices are fast becoming the platforms of choice for all we do online: browsing, chatting, and other social interactions.

The Year of The Mobile has arrived


  • Mobile web browsing accounted for 30% of all web traffic in 2012 and is expected to account for 50% by 2014. (Nucleus Research via SourceCon)
  • Smartphones are used equally if not more in the home vs. outside (2013 US Mobile Path-to-Purchase Study)
  • 58% of affluent consumers use smartphones while watching TV (Ipsos MediaCT)
  • Mobile searches will surpass desktop searches by 2015 (BIA/Kelsey, 2012)
  • 46 % of adults do not consult their PC as part of the pre-purchase research, relying exclusively on their smartphones or tablets (2013 US Mobile Path-to-Purchase Study)
  • 33% use their smartphones and tablets throughout the entire purchase process (2013 US Mobile Path-to-Purchase Study)

How Consumers Feel about Mobile


  • 38% are more likely to contact a local business that has a mobile site
  • 57% say they won't recommend a business with a poorly-designed mobile site
  • 61% will leave a non-mobile site for a competitor's site who does offer a mobile version