A tour operator boss recently disclosed privately that mobile and its impact on the travel industry and consumer behaviour drives him "mad".
Why?
"I have no idea if my customers will use their mobiles to look for our products, let alone buy anything."
So while those in the industry that have embraced mobile (many, many, many, these days) raise their eyes to the sky, this infographic courtesy of Tealeaf is for the doubters, those still questioning the importance of handheld devices in wider ecommerce.
And with mobile being "made for travel", one of the phrases people will often hear, surely it is time to wake up and smell the coffee, or at least the coffee buying app on a smartphone.