Mobile devices have taken an astonishing leap in the last few years, making most websites viewable on a majority of mobile browsers. But, unless a site has been built specifically for mobile use, it’s most likely frustrating users and losing market share.Mobile browsers give us access to information we want — when and where we want it. While marketers recognize the huge potential in reaching the mobile audience, few have taken the steps to deliver. Mobile users have no interest in a flashy site and will not tolerate slow pages or struggle with a shoddy navigation system. This is not to say a flashy site isn’t important, it’s just not to the mobile market. If a flashy interface gets in the way… they’re gone.Because there is no cursor on your mobile device, you use your finger. Some usability experts use the term “fat finger” to describe the accidental selection of more than one item. While mobile users usually zoom in and scroll to make a link large enough, this simply adds frustration to the experience. For clear reasons, viewing traditional sites from a mobile device with fat fingers doesn’t fly in this fast-paced arena. Websites must be optimized properly for the mobile market.Despite the size, mobile is becoming a preferred viewing platform for online material. And companies that fail to deliver will see a frustrating bottom line. Be sure to check our next issue for tips on optimizing for the mobile market.