Mainstream Travel Apps Still Have Long Way To Go On User Engagement
Skift Take
As the Boston Consulting Group-Facebook study points out, companies such as Delta and Hipmunk, which lag their peers in desktop traffic, can make up a lot of ground in mobile. Hey, it's a whole new ballgame.
For U.S.-based travel-related companies seeking to engage customers with their mobile apps, as opposed to just hiking their app download numbers for appearances' sake, Yelp, Delta Air Lines, TripAdvisor, Lyft and Orbitz are among the leaders, according to a new study from the Boston Consulting Group.
Using ComsScore Media Metrix figures for the three months ended February 2014, the study, which BCG released in partnership with Facebook, shows that among popular travel apps Yelp, Delta, TripAdvisor, Lyft and Orbitz led their peers in minutes per unique visitor in their respective mobile apps.
Hipmunk, Priceline, Amtrak, Kayak, and Hotels.com were at the bottom of the list among popular travel apps when considering minutes per unique visitor, according to the study.
The minutes per unique visitor numbers reflect to some degree the different functionalities of the various apps. For example, it is easy to see how users would spend more minutes reading restaurant and hotel reviews in the Yelp and TripAdvisor app
