“Responsive website design is a website development viewpoint that using the same HTML to serve and fit all devices. The main concept behind it is, the page elements (images/text content/navigator etc.) will reshuffle according to the changes of the user’s screen. (eg., 3 columns laptop design may reshuffle to 2 columns for a tablet and a single column for a smartphone.)
Since the mobile user's population increased rapidly, responsive website design will be a great advantage because it “responded” to audience’s device to optimize the layout and content of the site so that user will have a better experience and as a result, more traffics and leads generated, sales and conversion rates increased, analytics and reporting are easier and the visibility in search engines enlarged."