Yes, I think that is a massive part of it. I wrote a post a few days ago (link below) on how new people even if they knew the 3 coins that Coinbase offer are divisible they would rather have 1 full LTC than maybe 0.5 of Ethereum or even less of a BTC. Plus the network traffic on the other two right now.

https://steemit.com/litecoin/@somecoolname/is-litecoin-ltc-the-coin-of-the-future