A Desktop, tablet and mobile display with the text 'Adaptive vs Responsive - Here's what you need to know' shared across them.


Some say adaptive design is superior.

  • Because adaptive sites are tailored to whatever device the consumer is using they put the customer first, rather than force fitting a website to a device as an afterthought.

  • Mobile devices are taking over, with the majority of media consumption in North America and Europe already taking place on mobile. Building specifically for mobile makes sense.

  • Some of the largest, most respected companies in the world are using adaptive websites. Amazon, eBay, Walmart, Apple and Facebook all have mobile optimized sites.

  • There is some evidence that mobile optimized transactional websites perform better. A purchase flow designed for the specific device may result in a more seamless user experience.

  • Responsive websites can be limiting. Web designers are sometimes forced to go with a simpler design that will work well on mobile devices, at the expense of a richer desktop experience.


Many feel responsive design is the way to go.

  • Responsive web design ensures users will have a smooth, consistent experience no matter what device they are using to access your site. This helps reinforce your brand.

  • The way people use mobile phones is changing. It was once assumed a consumer using a mobile phone was on the go. Now, we know people use their phones constantly, often at home.

  • The exponential growth of mobile devices makes it too difficult to design unique experiences for each device. Right now, about 80% of the mobile market consists of 156 different devices.

  • By building a responsive website, you future-proof your website at the start. It may take more work upfront to design, build and test, but you avoid playing catch-up as technology changes.

  • Business reporting and analytics, as well as back-end integration, are easier with responsive design—there’s no need to combine data from or synchronize across multiple sites.