More than three-quarters of consumers say they won't use a brand website that isn't optimized for mobile, according to a Netbiscuits survey of 5,000 consumers in 10 world markets. The survey also discovered widespread reluctance to downloading applications, with just 27% saying they commonly respond to download prompts. Nearly eight in 10 say they prefer to have the option of a mobile website rather than a native app only. "These views are critical in defining how brands engage with their customers online," says social anthropologist Sally Applin

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