Smartphones and the Case for RWD: Leaving the Tablet Behind


Today, the mobile phone has certainly come of age. We now have smart phones and tablets as well. However, the CEOs and CMOs of many organizations endorse the mobile-first strategy, given the prominence that Omni-channel is getting these days. Consider the following points:

  • Similar to mobile sites, can we have tablet sites?
  • Is RWD the ultimate solution?

What’s the in-thing – Tablet or Mobile?

Tablets seemed to have gained enough traction to be included in sales and strategy as well as board meetings of eCommerce companies. According to Pew Research, In 2013, those living in households earning at least $75,000 per year (which comes to 56%), compared with lower income bracket groups owned a tablet. This device is not being used for just leisure, but also for purchasing goods and stuff from online stores and web shops.

However, the traction that tablets are witnessing is nothing compared to the mega shift towards smart-phones. It seems that Smartphones have caught the imagination of general populace, given the explosion in the number of Smartphones being sold around the world compared to tablet sales. In many ways, the Smartphones is conquering the tablet. Read the points below:

  • The current size of the smart phone – i.e. the one with the 6 inch screen is ideal for reading.
  • Currently, the best apps are being made for Smartphones.
  • Smartphones have beaten tablets by having better battery life.
  • Today’s Smartphones have better features such as cameras.
  • The line that divided Smartphones and tablets is blurring finally.

Besides, the introduction of responsive web design (RWD) has settled the case in favor of smartphones as many websites designed for being responsive, now can be viewed on any handheld device regardless of their screen size. According to the Precision Marketing Group, Some of the reasons why RWD is getting more and more popular by the day, can be viewed below:

  • Today, mobile devices are used for intake of 55% of all social media
  • In 36% of cases, mobiles and smart phones are used to open emails.
  • In 2012, mobiles were used to access more than 50% of all local internet searches


Utilize RWD to create a strong first impression. You should always understand that your website is just like a virtual storefront for your business. Just as your brick and mortar store might have a snazzy storefront, your website might offer easy navigation as well as great images.

However, a mobile user could view an entirely different picture. Although your website could be great to view on a desktop, on a mobile, it could be a complete disaster. Hence, in a world where an endless types of gadgets are in use with various screen sizes, the RWD seems to be a viable solution.

Also, not only will you be able to deliver better customer experience, but will also be able to simplify your SEO as well. A non RWD website could be more frustrating to use, thus rendering waste all your customer service efforts and shutting off your own funnel.

As regards to SEO, you will need to streamline your SEO initiatives and ensure that in case you do build a mobile-based website instead of RWD, you will ensure that mobile SEO is thoroughly executed, else your mobile based website could face a whole new hand of SEO problems when poorly executed.

Thus, the tablet stands nowhere in the picture, at least in the minds of several CMOs and CEOs of various companies when compared with the smartphones. Especially with the onset of better quality and better-capacity smartphones, the tablet seems to have taken the backseat, at least for now.

Harshal Mazmudar

Harshal is working as a digital marketing manager at Krish Technolabs, uses the web to drive online visibility and generate leads that have resulted in huge ecommerce success. His incessant hunger to outperform is the real drive that keeps him competitive in the online hemisphere.

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