Mobile users are extremely important and do convert utilizing lead forms. We see it on our sites, with mobile converting higher than desktop on VDP Pages.
The reason why mobile users should be considered your most important demographic is because they are "active" shoppers. They are actively searching for information or a product and have a high tendency to make a purchase. To support this claim, mobile traffic represents 70% of Dealer SEM traffic.
Adding to [USER=4695]@reverson[/USER] factors at play:
Speed - definitely a variable that can hurt you more than help you and consumers have a tendency to be more patient for sites to load than they are on desktop. Speed will definitely kill traffic and conversion if the load time too long (4 seconds or longer).
Browse vs Buy - True, consumers do have a tendency to browse on mobile and buy on desktop but that is primarily for electronics, clothing and some other markets. These markets, however, do not normally experience mobile traffic as high as what we see in automotive. KPMG released a great report on digital consumer behavior across Baby Boomer, Millennials and Gen X that shows that the higher a product type has with regard to mobile traffic = the higher propensity of that product being purchased physically.
Screen Size - This is a resolution, CSS, Wordpress, Website Vendor issue. Most dealer sites have 3 responsive designs, some only 2 and others 4 at most. This is why larger screen sizes will tend to convert higher. This is more of an experience issue. Consumers want an experience when visiting a site and unfortunately most (maybe all) do not adequately provide a good experience. We hand code all of our dealer sites with state-of-art coding language and responsiveness, we currently support 6 different responsive CSS experiences. Tablets, Mobile and Desktop will have specific features, look, UI, etc. while visiting the same site.
When you provide an experience, Bounce Rate decreases, Conversions Increase and Store Visits Go Up:
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