The mobile web vs. the PC web: They’re not the same
USA Today’s Digital Traveler in this post took a hard look at the mobile websites of four major airlines and found that their quality and usability differed substantially. American Airlines’ mobile site “stood out as the best among the four,” according to the reviewer, providing basic features but also enabling travelers to perform on-the-go tasks like changing flights and purchasing one-day passes to the company’s Admiral Clubs. Delta’s mobile site, on the other hand, fails to enable users to make some basic purchases like in-flight Wi-Fi and priority boarding.
Meanwhile, Priceline today released some data highlighting how people use its site differently on mobile devices than on PCs. Priceline’s mobile users are substantially younger than PC users, the company said, and are more likely to buy one-way tickets and make last-minute purchases. Interestingly, they also seem to be better bargain hunters, paying roughly 10 percent less on average for their flights.
While some website owners favor a single site for the spectrum of devices — a trend endorsed by many responsive web design supporters — Priceline’s data proves that people are often looking for different things on the web when they use their phones or tablets than they do with a PC. Which is why savvy companies like American Airlines maintain mobile sites that are specifically designed to help mobile users perform the tasks they’re most likely to attempt on their phones.