Report: Mobile Travel Callers Convert At Much Higher Rates Than PC Users
Call-based ad network Marchex has released an interesting travel study that captures data about the differences between PC and mobile users. Overall the study found that mobile users convert in much higher numbers than PC users in travel. (Marchex makes money by selling call-based advertising.)
Marchex’s report found that call-based conversions were “consistently over 25 percent for rental cars and over 20 percent for hotels.” The company presumably relied on industry data regarding online conversions for comparison. The total number of calls analyzed by Marchex for this study was 15,000.
The company added, however, that “62 percent of the calls we analyzed for this study were not destined for a sale. These calls were either intended for customer service – such as confirming reservations – or they were misdials and disconnects.”