Travel companies are being forced to answer the phone. A new survey suggests that what motivates a traveler when using smartphones or tablets is not necessarily the same thing as when using a desktop or laptop. The implications for advertising are important.
The Nielsen study, commissioned by call-tracking provider Telmetrics and advertising network xAd, was a mix of a survey of 1,500 U.S. smartphone and tablet users and observations of actual behavior by 6,000 Apple and Android users.
Here are the key points: