Mobile traffic is past its tipping point with roughly 52 percent of web traffic currently deriving from smartphones versus desktops – and counting. People are accessing sites and services with the expectation they will not only have the same functionality they would on desktops, but more and that sites will also use the functionality native to their devices.
To date, forward-thinking ecommerce companies have worked to ensure their sites were primed for mobile viewing, turning to responsive web design (RWD) as the solution. Times are changing, however, and device-specific experiences are becoming the new requirement (e.g., touch gestures, speech recognition, mobile push notifications). Responsive design that delivers one size, fits none is now being replaced with two new ways of implementing mobile experiences that are faster and provide a better customer experience: adaptive and progressive design.