Click-through rates for travel searches on mobile are 61% higher than from conventional internet connections, research by performance marketing firm Efficient Frontier has found. However the picture is markedly different for conversion rates on mobile, which were found to be 49% lower than from fixed-line computers. Efficient Frontier said the findings underline that most searches with an ‘intent to buy’ are carried out on consoles, but it still believes travel firms have an opportunity with mobile. Jonathan Beeston, head of global marketing, said: “The opportunity for travel companies in mobile is growing significantly. Cost-per-click is around 65% lower on mobile, so it’s still good value for travel advertisers, and if you get the message right, the return is high." Get the full story at Travolution