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.

Strong Start for Sprint’s “The Cut Your Bill in Half Event”

sprint_logoOn December 5th Sprint launched, “The Cut Your Bill in Half Event,” where consumers could bring a copy of their Verizon or AT&T bill to a Sprint store and their Sprint would cut their bill in half. Beyond the aggressive discounting, this promotion was unique in that it required a consumer to go into a Sprint store to complete the offer.

 

With the world’s largest opt-in location panel, Placed was able to directly measure the change in store visits to Sprint store as compared to the other wireless carriers. The results in the first two weeks were clear, this promotion is having a material impact in offline visits.

 

  • Week 1: Sprint saw the largest % increase in foot traffic across all wireless carrier stores
  • Week 2: Sprint increased foot traffic market share by almost 3% since the start of the sale

Download the White Paper, Foot Traffic Impact of Sprint’s ” The Cut Your Bill in Half Event” for additional details including corresponding TV spend.

 

Placed 100 November Update Reveals Big Retail Movers

The November Placed 100 was released today highlighting last month’s big movers in terms of foot traffic. November is always a critical month given Black Friday and the holiday shopping crush.  Not surprisingly, many of the businesses with the biggest jump in the store visit rank were retailers.

 

Leading the charge was American Eagle Outfitters, who not only cracked the top 100 for the first time, but did so by moving up 17 positions to number 84.  A host of other fashion retailers were also big movers including JC Penny (+17), Victoria’s Secret (+16), Marshall’s, Ross and Old Navy.  Toys also made a big push as Toys ‘R’ Us was up 16 spots, also cracking the top 100 for the first time.

 

Foot traffic to stores selling electronics, the ever-popular holiday gift, were up across the board, led by Best Buy (+8), GameStop (+7), and mobile phone providers T-Mobile, Verizon and Sprint.

 

Dropping in the store visit rankings this month were quick serve restaurants like Dairy Queen (-15), KFC (-10), and Domino’s Pizza (-9).  Thanksgiving dinner this year, apparently was all home cooking.  Travel related business such as gas stations and hotels saw declines in foot traffic, following the end of the busy summer travel months.

 

View the full Placed 100 to see the other big movers last month.

 

placed 100 nov change rank

Location-Based Mobile Ad Campaigns Will Never be the Same

Location is the most powerful element of mobile advertising, yet it has also been the most underutilized for three main reasons:

 

1)     Limited ability to scale campaigns that reach the right audience

2)     Lack of transparency into the offline impact of campaigns

3)     Sparse, inaccurate location data

 

These three pain points are what we set out to solve with the launch of Placed Targeting and Placed Attribution, the latest additions to our growing suite of location solutions, which includes our flagship Placed Insights service.

 

Finding Scale Beyond the Fence

 

This week we introduced Placed Targeting, the first solution to bring a place-based lookalike model to the mobile advertising industry, enabling marketers to reach their consumers wherever they might be in the physical world. No longer limited by the standard geo-fence, advertisers can now expand campaigns to reach the right audiences at scale and at the right point in their decision-making process.

 

Campaign results from early adopters are more than promising. Brands across retail, food & beverage and entertainment categories experienced double-digit gains in CTR, conversion rates, and targetable inventory when enabling Placed Targeting vs. standard geo-fencing.

 

 

 

 

Placed joined forces with Verve as its official launch partner for Targeting; the first of a growing number of networks and publishers offering this new solution to their clients.

 

Measuring Conversions Beyond the Mobile Device

 

In addition to Placed Targeting, we recently brought to market Placed Attribution, giving advertisers a programmatic way to measure the impact of mobile ads on in-store visits. This new class of metrics finally answers one of mobile advertising’s most troublesome points: How do I close the loop between mobile ad dollars and offline behavior?

 

Providing actionable metrics like Store Visits, Lift, and Audience Features, Placed Attribution gives marketers the hard data to evaluate the true impact of their mobile campaigns delivered in a turnkey, sophisticated solution – say goodbye to biased brand survey studies and low accuracy impression-based methods.

 

Placed teamed up with launch partner xAd, as the first of an expanding list of partners to offer Placed Attribution to any client aiming to drive in-store traffic from their mobile campaigns.

 

 

Location Beyond Latitude and Longitude

 

Supporting all these exciting, new solutions is the world’s largest opt-in location panel and our commitment to delivering the most accurate and robust location data available in the market. Continuously measuring the movements of more than 100,000 opt-in smartphone consumers, without the bias of check-in or survey data, we’ve mastered the art of privacy-forward, direct location measurement.

In total, Placed has measured more than 20 billion location points, mapping the connections between people, places and locations. These connections are what take location beyond an isolated latitude/longitude point to instead create a comprehensive and actionable story of consumers’ offline behaviors, weaved together by billions of location signals.

 

 

 

 

Placed Targeting and Attribution are already being used by some of the nation’s largest retailers, restaurants and brands. We’re looking forward to sharing the results of these campaigns in the near future and providing updates on our growing list of industry partners.

 

If you’re ready to get started with Placed Targeting, Attribution or Insights, or want to learn more about these location solutions, send us an email: info@placed.com