Most Popular Apps for Clinton and Trump Supporters

The differences between Trump and Clinton supporters extend beyond political view and into the apps that they are more likely to have installed on their smartphone. Utilizing Placed’s double opt-in audience, Placed was able to connect localized voting preferences to apps installed.

 

Using apps as a proxy, Clinton supporters are content generators with messaging and photo apps making up 70% of the list, while Trump supporters are more content consumers with 60% of the list including apps like NFL Mobile, Slacker Radio, Audible, Amazon Music, and Kindle. As it relates to retail, Trump supporters gravitate towards the market leaders with Walmart, the largest retailer in the US, and Amazon, the largest retailer in the US, representing 4 out of the top 10 apps.

 

For both candidates, the most popular businesses in the physical world by candidate preference have very little correlation with their supporters’ digital activities. This separation of offline versus online behaviors even for the same candidate highlights the importance of treating each medium in its own silo, as what works online isn’t necessarily going to work offline.

 

With Trump raising over $26MM in June through online and mail solicitations, it highlights digital as a strong channel to reach his strongest supporters and drive donations. Utilizing this list, Trump can focus fundraising efforts on apps where his supporters are most likely to be found. Clinton’s strength in social applications could represent an opportunity to replicate President Obama’s success in 2012 leveraging social media to drive donations.

 

Clinton Trump Supports Most Popular Apps

Free Burritos Are Driving Chipotle’s Recovery as Measured by Placed

Through a unique combination of location ratings service data and custom survey data, Placed was able to directly measure the change in visits to Chipotle during the frenzy following the restaurant’s E. coli outbreaks.

 

By analyzing location behaviors of consumers sourced from our Placed Insights service over a 13-month period, the data shows a drop in monthly Chipotle visitation that directly correlates with the outbreaks. Chipotle’s share in monthly traffic hit a low of 8.04% during the month of January 2016, a full three months after the first initial outbreak, representing the lowest visitor share over the 13-month period.

 

On February 8th, 2016, Chipotle shut down its nationwide stores to retrain staff on food safety. At the same time, the company launched a campaign to reintroduce customers to the brand with free burritos. Coupons worth a generous total of $70 million in free burritos were given away.

 

The “reintroduction period” with the support of millions of free burritos proved to be a promising tactic as Chipotle’s visitor share in Placed Insights for February and March show a gentle spike. More specifically, the burrito coupons pushed March 2016 visitor share to a level almost as high as that of the previous year (8.81% visitor share in March 2016 vs. 8.86% in March the year prior). Overall, the promotion had a material impact in winning back Chipotle customers.

 

CHI

Digging deeper into Placed Insights data reveals restaurants that benefited from Chipotle’s recent turmoil. In terms of visitor share within the Mexican restaurant category, there were a few notable beneficiaries:

 

Change in Mexican Restaurant Visitor Share, October 2015 vs. December 2015

  • Moe’s Southwest Grill, 5% increase
  • Del Taco, 2% increase

Looking beyond this category, Placed compared two leaders of the “fast-casual revolution,” Chipotle and Panera Bread. Examining overlap in visitation rates through November 2015, Panera Bread visitors were more likely to visit Chipotle than vice versa. However, in December 2015, the visitation points meet, indicating a shift in traffic from Chipotle to Panera.

 

Change in Chipotle & Panera Visitor Share Overlap, October 2015 vs. December 2015

  • % of Chipotle Visitors who also went to Panera grew 7%
  • % of Panera Visitors who also went to Chipotle dropped 3%

 Measuring Perception Across Chipotle Visitors in April 2016

To add some color and tell the whole story behind the numbers, Placed surveyed its audience on their most recent visit to Chipotle to find the ways that public sentiment has changed for the brand:

  • 46% had visited Chipotle within the last two weeks prior to their current visit
  • 19% of respondents cited a free burrito coupon as the primary reason for their visit, while 46% said a craving for Chipotle drove their visit
  • 70% are likely to visit Chipotle again within the next month
  • Over 90% are aware of the E. coli outbreaks, and among those who are aware, 79% visit about the same or more frequently since the news of the E. coli outbreak

Measuring the success of Chipotle’s strategy through free burrito coupons, Placed discovered that visitors who are less likely to frequent Chipotle due to the E. coli outbreaks are more likely to use Chipotle coupons than visitors whose visitation has increased or remained the same:

  • Among those who visit Chipotle less frequently due to the outbreaks, 23% used a free burrito coupon during their visit, which is 27% higher than those whose visits didn’t decrease during this time frame.
  • For coupon users who visit less frequently since the outbreaks, the majority said prior to this Chipotle visit, their last visit was within the last 6 months (29%) or more than 6 months ago (16%)
  • This group of users is also 61% likely to visit Chipotle in the next month

Chipotle’s approach to winning back customers with coupons shows signs of early success with directly measured foot traffic from Placed Insights, and perception metrics from Placed Survey.

Placed and Kantar Release Third Annual Black Friday Report

Black Friday has been a long-standing American pastime, one that creeps closer and closer into Thanksgiving every year. For many Americans, it is accompanied by images of people shoving and trampling each other to get their hands on the hottest discounts, giving a redefined meaning to the term “door-buster.” And, according to the NRF, nearly 102 million consumers shopped in brick-and-mortar stores over the Black Friday holiday weekend this November, where the retail advertising buildup beforehand represented a billion plus dollars.

 

So, the decisive question remains—who were the retail winners and losers in the ultimate annual competition of reaching those 102 million consumers effectively? Placed and Kantar came together again to merge their intelligence and evaluate the amount of incremental store visits per dollar of advertising, measuring the success through the metric of ‘lift visits per ad dollar.’ This measure was then converted to an index scale, assigning an index of 100 to the highest lift visits per ad dollar and scaling all other values against it.

 

This year’s analysis revealed that consumers are on the prowl for the latest and greatest electronics, particularly when it comes to Black Friday deals. Best Buy came away as the winner: with $24.2 million of ad expenditures, Best Buy experienced a 125% lift in store visits, obtaining the top efficiency index of 100. In second place behind Best Buy comes JC Penney with an efficiency index of 75, claiming the top spot for the department store and mass merchandiser category. And when it came to the battle of Walmart vs. Target, it was pretty close: Walmart experienced an efficiency index of 65, with Target on Walmart’s tail with an index of 63.

2015_BlackFriday_TVAdSpend_StoreVisit (2)

 

The digital cousin of Black Friday, Cyber Monday has stolen some of the holiday shopping spotlight. Regardless, the 2015 findings highlight that pre-Thanksgiving advertising spend remains not just important, but actually successful in generating foot traffic—proving the reality of holiday retail: Black Friday isn’t dead, it’s just different. Download the full report here to learn more.

Placed and RetailMeNot Release First Annual “State of Holiday Shopping” Study

‘Tis the season for holiday spending forecasts, quick tips on how to save, endless recommendations on where to buy and when to shop. But as a new study from Placed and RetailMeNot finds, one word binds marketers, advertisers, and shoppers together in 2015: omnichannel. This first annual study surveyed over 10,000 respondents from Placed’s audience, taking a deep dive into the 2015 holiday shopping landscape. The insights inform retailers everywhere on how they can win consumer bucks, a challenge that becomes progressively more gigantic each year.

 

Fortunately for retailers though, the abundance of predictions for 2015 holiday spending are positive. With US consumers set to pay the cheapest prices for gas since 2008, according to the AAA, estimates for shopper spending is optimistically rising. “State of Holiday Shopping” found that nearly 82% of consumers plan to maintain or increase their holiday shopping budgets this year over 2014, setting the retail landscape to be one strong in numbers.

 

In fact, the study quantified just how optimistic retailers should be:

  • $492.72. The average amount consumers plan to spend on gifts.
  • 28%. The amount of shoppers who are planning to increase their holiday spending over 2014.
  • $159.13. The average increase in spend per shopper who is planning to spend more.

When asked how they envision how this holiday shopping spend to break out in terms of offline versus online in comparison to last year, consumers affirm the omnichannel holiday shift:

  • 25% of shoppers plan on doing more online shopping
  • 11% plan to do more in-store shopping this year over last year
  • 19% of shoppers plan to do more of both

In 2015, this omnichannel shopper shifts from minority to majority with 55% of consumers planning to holiday shop equally online and offline. In years past, marketers have watched as digital accelerated retail down the omnichannel path; now, this holiday season will pave 2015 as the year of the omnichannel shopper.

Charts-07

Download the White Paper for more key insights into the 2015 holiday shopper at www.placed.com/resources/white-papers/state-of-holiday-shopping-2015.

Black Friday Weekend: TV Ad Spend and Store Visits

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence. Access the full analysis.

 

Advertising is a critical component of retailers’ strategies for drawing customers during the competitive holiday shopping season. As a result, retailers spent millions on advertising in the run-up to this year’s Black Friday sales events, hoping to get shoppers to visit them first on the big holiday weekend.

 

Who were the winners and losers in this slugfest? Which major retailers got a strong return for their advertising investment in the form of customer traffic and which ones lagged the pack?

 

Kantar Media Ad Intelligence and Placed Inc. have collaborated on an innovative analysis that merged their respective data on advertising expenditures and in-store visitor counts to provide an insightful metric – the “Cost Per Visitor Share” – for evaluating and comparing the results achieved by the top national retail chains over the entire four-day Thanksgiving weekend. This metric provides a new view into how well offline advertising helps drive in-store customer traffic.

 

Access the complete results to learn which retailers saw the most in-store traffic return on their TV ad investment during Black Friday weekend.

 

 

Cost Per Visitor Share on Black Friday Weekend

Black Friday Top Brick-and-Mortar Retailers: 2013 Winners

Black Friday, the biggest offline shopping day of the year, saw millions of shoppers hunt for deals at retailers across the U.S.

 

To better understand which retailers were most successful at driving people into stores on Black Friday, we analyzed offline shopping behaviors from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study revealed this year’s Black Friday winners:

 

  • Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers.
  • Best Buy, which we reported secured a top spot in its Thanksgiving debut, remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer.
  • Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10.
  • Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.
  • Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.
  • American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.

Black Friday Top Retailers

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Thanksgiving Top Brick-and-Mortar Retailers: 2013 Winners

Update: Access the just released Black Friday data here.

 

This year saw Thanksgiving solidify its position as the new Black Friday, kicking off the holiday shopping season with a record number of retailers opening their doors to deal-hungry consumers.

 

To understand which retailers saw the most brick-and-mortar shopper traffic, we analyzed the offline shopping behaviors of consumers sourced from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.

 

The study found some interesting and rather surprising results:

 

  • Retailers that opened early fared well on Thanksgiving. Kmart, which opened at 6am for 41 hours straight, was the #2 most-visited retailer by store traffic and ranked as the top-gainer in week-over-week traffic share.
  • Budget-friendly retailers saw deal driven shoppers hit stores in droves including Dollar General, Family Dollar, and Big Lots – which lured budget-conscious shoppers with early store hours and steep discounts.
  • Best Buy, which opened for the first time on Thanksgiving, proved this strategy worked for the electronics retailer ranking as the #4 most-visited destination on Thanksgiving.
  • Unsurprisingly, retailer heavy-weight Walmart was the most-visited retailer on Thanksgiving and secured the #3 spot among the top-gainers.

Thanksgiving Top Retailers

 

Placed will also release insights on Black Friday’s retail winners on Saturday. To receive an email update when the data is released, please add your email below:

If you’re interested in learning more about Placed services for your business, contact us at sales@placed.com

 

7 Ways Back-to-School Shoppers Are Using Smartphones

In an increasingly mobile economy, retailers are tasked with learning how to engage with smartphone shoppers in effective ways, whether it’s in stores, at home or on the go. As a result, retailers need to understand how shoppers use mobile devices to interact with their brands, especially during the year’s second biggest shopping season — Back-to-School.

 

In our recent report, Back-To-School Shopping Trends, we uncovered 7 ways that back-to-school shoppers are turning to their smartphones to engage with retailers throughout the shopping experience.

 

Back-to-School Smartphone Usage

#1 Get Coupons and Discounts

Almost half of parents will use their smartphone to find deals, discounts and coupons for the back-to-school season, ranking as the most popular smartphone behavior. This begs the question – how available are you making your deals to mobile users?  The popularity of this activity suggests a great way to drive customers through your aisles, offering a cost-effective option to complement or even replace print advertisement deals.

 

#2 Compare Prices While In-Store

The use that haunts every brick-and-mortar retailer—nearly 2 in 5  parents will use their smartphones to compare prices while in a physical retail store to those online during this year’s back-to-school season. We took a deep view into showrooming earlier this year to find out which retailers should be on high alert.

 

#3 Access a Retailer’s Website or App

Connecting with a retailers’ website or app ranked third and highlights the near necessity of an easy to navigate mobile site or app for today’s retailers.

 

#4 Find a Store Location

How easy is it for your shoppers to find out your location and hours? Our panelists ranked it as the 4th most popular way to use their phone, especially while on the go.

 

#5 Make/Reference a Shopping List

Taking the shopping list digital, 31% of parents planned to use their phones to make and refer to shopping lists. Retailers such as Target are building shopping lists into their apps to further engage with consumers in the purchase planning phase.

 

#6 Get Product Information

Nearly 1 in 4 parents will use their mobile phone to look up product information, highlighting the need for retailers to make information such as price, availability and item specifics easily accessible for information-seeking consumers.

 

#7 Make a Purchase

1 in 5 parents plan to use their smartphone to make a purchase during the back-to-school season, underscoring the importance of having not only a mobile-optimized shopping experience, but a mobile-optimized buying experience as well.

 

Want more back-to-school shopping insights? Download our latest report to find out the trends shaping this back-to-school shopping season.

Do You Showroom? Study Reveals New Insights into Showroomers’ Shopping Habits

Showrooming: The word that strikes fear into the hearts of brick-and-mortar retailers as shoppers take to their aisles only to buy for a cheaper price online. In our new study, Placed: Aisle to Amazon, we take an in-depth look at where these showroom-savvy consumers shop, revealing which retailers should be most wary of this growing trend.

 

Males vs. Female Showroomers

One of the key findings from the study highlighted the differences between male and female showroomers and the brick-and-mortar stores they were likely to visit.

 

  • Best Buy took the top spot for males who were 39% more likely to visit the electronics store than the average U.S. consumer, while Kohl’s led for Females at 49%.
  • For Male showroomers, the #2 and #3 retailers they were most likely to visit were held by home improvement retailers The Home Depot (24%) and Lowe’s (23%), with Sears landing the #4 spot at 22% and Costco securing the #5 position at 20%.
  • Females saw PetSmart (47%), Bed Bath & Beyond (46%), Marshall’s (44%) and Old Navy (38%) round out the top five.

Download your copy of the full study: Placed: Aisle to Amazon

Male vs. Female Showroomers

 

 

 

Who’s Keeping their New Year’s Resolutions? The Truth Told by Location Data

The transition into the New Year sees some of the most significant shifts in consumer behavior. It’s the end of the holiday season and the beginning of a new year, which often means making resolutions to improve and change our lives. But just how much does the change in year actually change consumers’ physical-world behaviors? We analyzed Placed location data to find out how the New Year is impacting where people go. The results we uncovered might surprise you.

 

By aggregating and normalizing data collected from Placed Panels, we were able to determine the places people were more and less likely to visit based on the category’s share of place.  Category share of place is defined as the proportion of visits to a place during January 1 – 14, 2013 compared to the proportion of visits in December 2012.

 

Here’s a look at the results:

 

  • In January, Religious Centers captured 70% more share of place compared to December, which one could hypothesize is influenced by people resolving to be more active in their religious communities in 2013.
  • The quintessential resolution to get fit caused Gyms & Fitness Centers to increase their share of place by 23% in the first two weeks of January.
    • The YMCA, Planet Fitness and Gold’s Gym saw the largest relative gains in visits during the start of the New Year.
  • Not only were people resolving to take better care of themselves in the New Year, but they were also more likely to take care of their vehicles. Share of visits to retailers specializing in automotive (excluding dealers) increased by 14% in the New Year.
  • Surprisingly, Restaurants, including Fast Food, accounted for a slightly higher share of place in January as diet resolutions seemed to do little in affecting restaurant behavior.
  • Some of steepest drops in share of place among Shopping categories included:
    • Supermarkets & Groceries:  -8%
    • Computers and Electronics:  -14%
    • Discount & Wholesale Stores: -24%
    • Department Stores: -30%
    • Clothing and Accessories:  -43%
  • Perhaps as a result of too many holiday parties and more health-conscious resolutions, the Arts, Entertainment and Nightlife category, which includes visits to bars, clubs, etc., decreased its share of place by 26% in January.

Location Data New Year's Resolutions

 

This rich location information into consumers’ actual physical-world behavior gives companies new competitive intelligence to gauge performance against their entire industry and specific competitors. For instance, Kroger could determine if a decline in store traffic in January is an industry trend or isolated to their stores. Knowing this can fundamentally change their approach to driving store traffic and increasing sales.

 

Further, understanding the ebbs and flows of consumer behavior creates actionable insights for retailers. The 14% uptick in activity to automotive stores (non-dealers) identifies an opportunity for retailers such as Walmart, Costco, and Sears to capture share of place by strategically running promotions for their auto services and supplies.

 

Placed is changing the way location data is understood by providing transparency into the migratory patterns of consumers. With this intelligence, companies can better understand trends within their industries, gauge performance against specific competitors and look for new opportunities to leverage shifts in consumer behavior to drive people into stores and through the checkout lines – helping marketers uncover new sources of revenue in the New Year.