Travellers 'prefer' face-to-face sharing - but what does that tell us?

I've just put through Linda's story about new PhoCusWright research into how consumers prefer to share their holiday experiences.

It looks a lot like a win for The Traditional, with face-to-face taking 38%. But there are a couple of questions I think are worth pondering:

1. Can the logic of market share tell us much here?

'Prefer' has clear implications if you're talking about something close to a win-lose scenario (e.g. Coke vs Pepsi).

But what does it mean to say you 'prefer' to sit down and talk about a holiday than, say, pop some photos on flickr? I prefer it too, but I still do both.

There are broad implications to be drawn about the volume of people who engage in each activity, but they're obvious - face-to-face is so firmly baked into everyday life as to be virtually unavoidable.

2. Are the categories themselves airtight?

What if - as I did last week - I post photos on Facebook, then talk my parents through the gallery next time I visit them? Face-to-face or social networking?