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.