Google has increasingly pushed its advertising customers to create special mobile websites because, as we know all too well, most conventional websites look awful on a smartphone. Now, Google’s providing more research to back up its advice.

In a survey of about 1,100 U.S. adult smartphone users (not tablets, in this study) conducted by market research firms Sterling Research and SmithGeiger.Highlights.

* Two-thirds of smartphone users say a mobile-friendly site makes them more likely to buy a company’s product or service, and 74% say they’re more likely to return to the site later. “Mobile is creating massive opportunity,” says Jason Spero, head of Google’s global mobile sales and strategy.

* 61% says that if they don’t find what they’re looking for (probably within about five seconds), they’ll click away to another site. Half say that even if they like a business, they’ll use its site less often if it doesn’t work well on their smartphone. “This is a wakeup call,” says Spero. “You will lose customers at the moments that matter” without a site specifically made for mobile devices.

* 72% of users say a mobile-friendly site is important to them, but a nearly unanimous 96% have visited sites that aren’t. “When you offer users a desktop experience on mobile,” Spero notes, “it’s kind of crap.”

What next? Go mobile or go home, MINT will provide more campaign idea in coming few months. In case, you need urgent support, you can leave us a message anytime hksar@jyc-creative.com