Week two of iPhone ownership and I’ve noticed how often I’m using it while in the store to look up reviews on two competing product brands to help me decide which one to buy. Word of mouth is nothing new. What is new is the way the collective word of mouth from around the globe can be harnessed in a palm size, shiny gadget that fits in your pocket.

It’s also become abundantly clear how some stores cater to mobile users with a mobile site, while other don’t and make it hard for me to find the information I’m looking for.

Even worse, some stores have non-mobile sites that are completely unusable on mobile phones, even for simple tasks like locating the nearest store. In other words, they’re not even stepping up to the plate for my business.

When I’m using my iPhone to find information, the ease of which I can find what I’m looking for is pivotal…so the stores and brands that cater to mobile users definitely have the advantage. Having the iPhone in my pocket has shown me that text messaging and mobile advertising, while important, are not as critical as ensuring your website caters to mobile users. More and more people are accessing web pages from their mobile devices, and often times they’re doing so right at the moment they’re looking to make a purchase. Certainly not the moment I want my website not showing up, while my competitor is rolling out the mobile red carpet.