There is a growing trend of companies actually doing something about the mobile experience, rather than simply thinking it might be a good idea - and in light of Google's recent 'mobile-friendly' algorithm changes, this trend is likely to pick up pace, says Econsultancy.

A recent report from the digital research firm, produced in partnership with Adobe (and based on 2,973 digital professionals globally), shows that companies are beginning to recognise the need for a mobile strategy.

More than a third (34%) of company respondents have a defined mobile strategy that covers at least 12 months. On the other hand, agency respondents who took part in the survey are lagging behind. Only 20% of them have implemented such a strategy.

Nevertheless, a mobile strategy is on the cards for most of the organisations questioned - 45% of companies and 52% of agencies indicated that they are working on producing one.

The survey also highlighted regional differences. Companies in Europe are more likely than their US counterparts to have a mobile strategy, at 34% and 32% respectively.

Meanwhile, organisations in Asia are even more keen to embrace mobile, with 36% of respondents saying that have a mobile strategy. But Australasian organisations are leading the way, with 41% having a mobile strategy in pace. In the Middle East, where just 13% have a mobile strategy, companies have more work to do - although the report notes that half of the companies in this region are planning one.

When it comes to how organisations are optimising for mobile, responsive web design comes out as one of the most popular ways to cater to mobile users, while mobile optimised sites are also a popular choice for both companies and agencies. Organisations are also turning to mobile apps as part of their efforts to optimise for mobile - this was the third most popular route to mobile optimisation.

In conclusion, the report - which explores organisations' 'quest for mobile excellence' - shows that organisations are making clear progress compared to a year ago. We have evidently passed a tipping point, says Econsultancy.

"Mobile can no longer be ignored - we are all now facing a deluge of data which points not just to an increase in smartphone and tablet usage, but also to an increasing amount of revenue attributable directly to mobile devices," the report states.