DudaMobile in February reported that nearly 20% of visits to small business sites led to an immediate call to the business e.g. with click-to-call, with some local businesses skewing much higher e.g., pizzerias at 32%, car services at 27.8%. But businesses have to earn that call with a mobile-friendly site that puts that phone number above the fold and in eyeshot. Google concludes from the new study that non-mobile friendly sites actually damage a company’s reputation: 36% of respondents said they felt like they’ve wasted their time by visiting those sites, and 52% of users said that a bad mobile experience made them less likely to engage with a company.

MORE: Google Warns, 6 in 10 Will Leave Your Mobile-Unfriendly Site – MarketingVOX.