European low cost carrier EasyJet will have a dedicated mobile version of its website in place by the end of year.
The airline says the site is in final stages of development, with some elements of the strategy emerging from a series of tests and research carried out to understand more about consumer behaviour around mobile search.
Confirmation came during a recent presentation at a Google Mobile event in London by marketing manager Katie Stitson.
Stitson says a number of key findings from its testing of mobile search have influenced the airline's wider mobile strategy, such as latency period of people looking for flights (38% of users searching for travel within 10 days, rather than 13% on desktops) and lower seat-per-booking ratio via mobile.
From a search perspective, EasyJet ran and will continue to operate separate accounts for desktop and mobile keyword buying, such is the difference in behaviour by users.
Here is quite an interesting clip of Stitson going through the mobile case study: