As smartphones become ubiquitous, the importance of being able to access and interpret the patterns of human movement is increasingly critical to retailers and real estate brokers alike.
Gone are the days when site selection was simply based on the demographic composition of people living within 1, 2, or 3 miles of your store. Because consumers live in different neighbourhoods than they work, shop, and play, understanding their movement patterns and behaviour is a critical piece of your real estate strategy.
By partnering with US mobile location data provider Safegraph, we are able to identify device usage within specific location boundaries. By tying the device to users' home and work locations based on movement patterns, we are able to provide demographics based on actual visitors and not just a blanket trade area.
The insights that you gain from mobile location data will incorporate seamlessly into your current workflow, allowing you to confirm or challenge assumptions you have about who you or your client's customers are, where their brand loyalties lie, and how often they frequent different areas.
So without further ado, let's dive into using the mobile data tool.
Navigate to the feature's icon (bottom left-hand side of your screen):
Click the icon, which will bring bring up the following context menu:
Turn the heatmap to ON.
The menu will also allow a number of different visualization options:
i) The slider lets you choose the transparency of the heatmap.
ii) The drop-downs allow you to select the day(s) and time of day you would like to see visitor counts for.
You should now see the heatmap shading, and a Mobile Data legend in the bottom right of your screen. Using the legend you can change the heatmap color scheme (click change color scheme) and isolate certain visitor count totals using the slider.
For example, in the screenshot below from Boston the smallest visitor count for a block group in the mapview is 383 and the largest is 349,200.
If you wanted to only see block groups with a greater number of visitors, you would simply drag the bottom left part of the slider to eliminate the heatmapping for block groups with low visitor counts.
In order to drill deeper into visitor count, demographic, or Points of Interest data for any given block group, simply click anywhere on the block group and a Mobile Data Summary context menu will appear. Below is what the summary looks like for Boston's Inner Belt neighborhood.
This summary has three separate tabs:
i. The Visits tab allows you to see the average number of daily and hourly visits to the Block Group as well as the unique number of visitors.
ii. The Demographics tab provides data on five key variables: visitor average household income, visitor average home value, visitors with bachelor's degrees, visitor visible minority, visitor average age.
iii.The POIs tab reveals the top brands in the block group and the brands visited beyond the block group within the same day and the same month.
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