Hitwise has been looking at online visitors to US airlines in terms of age and gender of passengers, household earnings and which carriers are attracting the most traffic online in the past three years.

The charts are self-explanatory with market share remaining fairly consistent but noteworthy is Southwest Airlines online share of about 30%, more than 10 percentage points above the next carrier, American Airlines.

When it comes to the different generations, Virgin attracts more Millennials than other generations, while most carriers are getting an even spread of Gen X passengers.

Allegiant Air seems to be attracting a higher share of Boomer passengers, those aged 50 to 69, while American Airlines is attracting marginally more of those aged 70 and over.

The make up of passengers by household income reveals earnings of between $50,000 and $100,000 as the largest category of visitors to airlines via the online channel.

The demographics and income data is drawn from Hitwise AudienceView for the eight weeks ending February 25 2017. Market share data looks airline industry visit share for three years from February 2014 – February 2017.