In Spain, Enthusiasm for Airbnb - eMarketer

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In Spain, Enthusiasm for Airbnb

The Netherlands also sees a high amount of time spent per visit to the site

September 2, 2016 | Media | Retail & Ecommerce

Internet users in Spain and the Netherlands spend more time on Airbnb per visit via desktop computer than any of their European counterparts, according to June 2016 data from comScore MMX. Both spend nearly 14 minutes per visit on the site.

Average Time Spent per Visit to Airbnb Sites by Internet Users in Europe, by Country, June 2016 (minutes)

Just as important to Airbnb, however, is who spends the least time—users in Belgium and Italy spend less than 11 minutes per visit. It’s a small gap between the top and bottom, to be sure, but those minutes not on the site may mean less browsing and less engagement overall.

Other research suggests a relationship between time spent and likelihood of booking on the site.

Not only do users in Spain spend more time on Airbnb, but travelers from Spain also book lodging via the site more frequently than their counterparts in the other countries studied by comScore, according to a separate August 2015 survey by RocketFuel.

Travelers in Select Countries Who Book with Airbnb, Aug 2015 (% of respondents)

Over one third of travelers in Spain had used Airbnb to find a place to stay in the past year. This put them ahead of travelers in France, Italy and the UK, all of whom spent less time on the site according to the comScore data.

The RocketFuel data also suggests that Airbnb is generally more popular on the continent than in the UK, Ireland and the US.

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