Movement Data to Find and Compare Highly Frequented Areas

By Gilbert Kreijger | 31 July 2020

For the successful performance of shops, supermarkets, restaurants and public services it is essential to know how many people could potentially visit your location. Anonymous movement data makes it possible to see how many people frequent a specific location or area, and predict the potential customer base.

Movement data in TargomoLOOP allows businesses to see how popular location are and compare them to one another.
The redder the area, the more people visit that location for at least 15 minutes. Figures measured from Monday through Sunday, 08:00 am to 08:00 pm.

Based on actual measurements of people who spend at least 15 minutes at a certain location on a given day, Targomo’s location intelligence platform TargomoLOOP now offers such movement figures, which are an indication of footfall. This data comes in addition to many other figures available on the platform, such as population statistics, income groups and consumer types. LOOP stands for LOcation Optimization Platform.

Let’s examine some movement figures for a hotspot in Berlin: Alexanderplatz, or Alexander Square. From 8:00 am to 8:00 pm, every day an average of 32,901 people are within a 10-minute walking distance of Alexanderplatz. The square is home to dozens of stores, including a large shopping mall and department store, and it is a major transfer hub for commuters, who arrive by train, metro, tram and bus. The figure does not reflect the number of travelers or passers-by in that area, which is estimated at around 250,000 per workday. These commuters typically spend less than 15 minutes at the station, and are less likely to go shopping in the area.

Movement data allows retailers and restaurant owners to compare different locations, and decide which of these are most attractive in terms of potential footfall. Furthermore, city planners and public service managers use the data to see if a location needs more public infrastructure, such as transportation stops or parks. Contrary to street scanners or manual counters, which are limited to a fixed number of streets, movement data gives a comprehensive overview of all locations in Germany and abroad.

If we’d like to compare Alexanderplatz’s movement data to other locations, Targomo’s platform shows that another shopping hotspot in Berlin, the crossing of Kurfürstendamm and the Kaiser Wilhelm Memorial Church, attracts 27,545 people per day on average between 8:00 am and 8:00 pm from Monday to Sunday. Munich’s central Karlsplatz, also known as Stachus, draws 33,499 people per day in that time frame.

In addition to population statistics and so-called street scanners or counters, which measure pedestrian traffic, movement data is an important indicator of potential footfall. The figures are based on people who have given permission on their devices (typically smartphones) to be tracked anonymously, and are in full compliance with Germany’s and Europe’s strict data and privacy protection laws. It is assumed that each device represents one person. In TargomoLOOP, the data is labeled as GPS-based population.

Movement figures are available for Germany, Austria and Switzerland for different time frames and days of the week, allowing a detailed overview of how many people stay at a certain location. Data for other countries is available upon request.

Movement data in TargomoLOOP allows businesses to see how popular their location is.
Location intelligence platform TargomoLOOP is able to visualize and calculate the catchment area on a map for different demographic and target groups, and takes transportation means into account. The green-colored area above shows how many people are within a 10-minute walking distance from Alexanderplatz and spend at least 15 minutes at the same location. Figures are daily averages measured from Monday through Sunday for the time interval 08:00 am to 08:00 pm.

Alexanderplatz’s reputation as a shopping destination becomes clear when looking at visitor numbers for Saturdays only: the number jumps to 51,917 for the time frame from 08:00 am to 8:00 pm (bottom figure in the table on the right-hand side).

Comments

No comments. Be the first to post!

Leave a Reply

Your email address will not be published. Required fields are marked *