4 How important is mobile traffic for senior living? The Pew Research Center studies show that smartphone and tablet ownership continues to increase: 68% of adults in the United States currently own a smartphone, up from 35% four years ago, and 45% of adults own tablets. We analyzed traffic by device to determine how important being optimized for mobile is for senior living communities. Our results show that less than half of visitors (44%) are viewing websites from a desktop computer. If the website is not optimized for mobile viewing, then more than half of website visitors are having a low-quality experience. For several of the communities studied, we also compared these results to the same period one year prior, which showed a significant increase in mobile traffic. Since Google rolled out expanded text ads (ETA) in mid-October, the percentage of digital visitors has increased further. With the number of mobile visitors increasing—as high as 64% for one community studied—optimized websites are strongly recommended to keep mobile visitors engaged. Additionally, as Google increasingly favors mobile it becomes exceedingly important to utilize SEO best practices since ad space continues to dominate more of the search engine’s SEO space. Not only will communities need to advertise to show up at the top of the page, but they will also have to use SEO tactics (blogs, etc.) to ensure they are on the first page. Google has also already started penalizing sites that aren’t optimized for mobile. So if a site isn’t responsive in an even more competitive SEO market, then the community is at a disadvantage.