Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s April 2017 ranking.
It seems that US Hispanics are very interested in travel, with 74% of all users checking out travel-related sites in April of this year.
|Source: comScore MMX Multi-Platform, Travel, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+||Total Unique Viewers (000)|
|Total Digital Population|
|Total Internet: Hispanic All||35,703|
|6||USA TODAY Travel||1,722|
|7||Southwest Airlines Co.||1,571|
The ranking shows that when it comes to travel, Hispanic users like to be well-informed. This could explain why TripAdvisor is in first place, with almost 12 million unique visits in April.
The next step for users is to access and purchase the trips they have chosen. This explains why OTA Expedia came in second, with 7.2 million visits.
Uber claimed the third spot in this month’s ranking, a sign that the start-up’s efforts to remain a market leader in local transport services have born fruit, with 23.7% of Hispanics who consume travel-related content visiting the Uber site.
But the competition isn’t far behind. Lyft gained territory to claim fifth place, with 3 million unique visits.
Meanwhile, two airlines managed to carve out a spot in the ranking: Southwest Airlines ranked seventh, with 1.57 million visits; and American Airlines, eighth, with 1.53 million. It seems that American’s series of travel altercations did not affect its market presence too much.
Finally, it is worth noting that no hotel chain made the ranking this month. While Hispanic users are interested in lodging, they may prefer new alternatives such as Airbnb, whose usage policies continue to be adjusted in accordance with the local laws of each of the locations where service is provided. Even so, the platform received 1.4 million hits.
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