Presentation delivered at Brighton Social Media, July 2014 meet up. Looking at mobile take up and the need for optimisation, looking specifically at UK ski tour operators.

1. How is the ski industry
optimising for mobile?
@skipedia

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5. • 32% of consumers make at least a
monthly purchase by mobile
• Google gives preference to sites with
mobile accessibility
• Half of websites report at least 30% of
their traffic is from mobile
@skipedia
Mobile isn’t coming, it’s here…

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12. How well have the UK’s ski
companies optimised for mobile?
• Research conducted 30 June to 03 July
using Google Developers PageSpeed
Insights and Samsung Galaxy.
• Speed and User Experience scores
provided by Google
• Results may vary by device
@skipedia

13. Crystal Holidays
No. 1 in the market, largest ski company in
the UK
Speed: 42/100
User Experience: 76/100
Our Score: 2/10
Font size is legible, but tap links too small.
Overall unsuitable for mobile viewing.
@skipedia

14. Neilson Ski
Summer and winter specialist. No.3 in
the UK ski market.
Speed: 53/100
User Experience: 59/100
Our Score: 2/10
Font size is legible, but tap links too
small.
@skipedia

15. Ski Esprit
Specialist family ski operator. 4th largest
ski company in the UK.
Speed: 45/100
User Experience: 62/100
Our Score: 2/10
@skipedia

16. Skiworld
Largest independent in the UK market –
5th largest overall.
Speed: 47/100
User Experience: 65/100
Our Score: 2/10
@skipedia

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18. Inghams
No.2 in the market, but no.1 on mobile
Speed: 48/100
User Experience: 98/100
Our Score: 8/10
Hurrah! A ski company that has
optimised for mobile…
@skipedia

19. Inghams
• Clear navigation
• Large icons
• Consistent through the site
@skipedia

20. Inghams
• Call to Action evident
• Clear instructions
• Large font size, easy to read
• More complicated at booking stage
@skipedia

21. Ski Beat
Medium-sized independent.
Speed: 41/100
User Experience: 88/100
Our Score: 7/10
This was slow to load, but easy to use.
@skipedia

22. Ski Beat
• Easy to navigate
• Nice big icons to click on
• Contact us option
• Clear instructions and navigation
• Large easy to read fields
@skipedia

23. Le Ski
Medium-sized independent.
Speed: 58/100
User Experience: 87/100
Our Score: 7/10
Fastest speed score, optimised for mobile,
but no call to action on home page.
@skipedia

24. Le Ski
• Individual property pages more clear
• Price panel easy to view
• ‘Book online now’ icon clear
• Includes floor plan
• Simple booking process
@skipedia

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‘How is the ski industry optimising for
mobile?’
Presented by Iain Martin
Skipedia Travel Marketing
July 2014