28 January 2014 - 5:03pm | posted by | 1 comment

Infographic: 65% of top airlines use mobile boarding passes – but none have a responsive website

Infographic: 65% of top airlines use mobile boarding passes – but none have a responsive websiteInfographic: 65% of top airlines use mobile boarding passes – but none

None of the top 50 airlines in the world use responsive design for their site, 8 Million Stories has discovered, while 22 per cent have no mobile website at all.

In the UK, only one airline – Thomas Cook – has a responsive designed site.

Simon Heyes, strategy and marketing director of 8 Million Stories, said: “Mobile usage needs are often different to desktop needs, and many airlines have chosen to sacrifice optimal design and a single website for all devices to ensure their separate mobile sites perform certain activities (flight updates, check in, collect mobile boarding passes etc.) as quickly as possible.

“Even so, airlines need to provide the best experience possible, all the way along the customer journey. Many users search on their smartphones on Google for travel information, and if the mobile site doesn’t appear, their mobile experience will be less satisfactory.”

It was found that mobile boarding passes was a much more popular option: 33 of the top 50 (65 per cent) airlines in the world use mobile boarding passes, while 14 airlines use Apple’s Passbook to store passes.

Mobile Technology Usage By The Top Airlines In The World
Explore more infographics like this one on the web's largest information design community - Visually.


28 Jan 2014 - 23:10
harry52871's picture

So if you don't use responsive design your site won't appear when searching using a smartphone? A quick search would tell you that's not the case. So, what's the issue with not having a responsive site?

Provided a separate mobile site is set up properly, there's no reason it can't be displayed in search and be as effective from a search visibility or user experience point of view as a responsive site. Google will even provide "skip-redirects" taking the user directly to the mobile URL rather than going via a server-side redirect.

So, not sure what the point being made by the headline is?

If search is the point, wouldn't it be better to investigate whether the mobile site's set up correctly as per Google's mobile developers guide: https://developers.google.com/webmasters/smartphone-sites/


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