Study: What mobile location data says about Gen Z's brand preferences


Dive Brief:

  • InMarket reviewed the cell location knowledge from greater than 50 million U.S. shoppers to see the place customers, when divided by technology, store most continuously in addition to which companies over-index by technology and which of them are struggling to drive visits. The findings, now obtainable in a report, had been made obtainable to Mobile Marketer upfront. 
  • For Gen Z, quick meals chain Jimmy John’s is a magnet, attracting younger prospects 49% extra continuously than different age teams. The class general is seeing sturdy Gen Z foot visitors with the highest 10 companies visited most continuously by Gen Z together with 5 eating places: Jimmy John’s, Chipotle, Panda Express, Chick-Fil-A and Taco Bell.  
  • The report additionally discovered that Gen Z over-indexes at mall-based shops like UGG, Gamestop, The North Face and Sunglass Hut. Big chains like Target and Walgreens are seeing 15% decrease than common Gen Z foot visitors. 

Dive Insight:

Gen Z consists of shoppers born after 1995 who do not know a world with out the web. While presently too younger to account for a big portion of spending, entrepreneurs are nonetheless watching them carefully as a result of these shoppers are anticipated to shake up the trail to buy as they turn into the main spending demographic.

The inMarket report is fascinating as a result of by leveraging cell location knowledge coupled with different client data, it uncovers some distinctive insights.

For instance, the companies Gen Z visits most continuously are fairly completely different from different generations, pointing to alternatives for some entrepreneurs to interact these shoppers now and construct loyalty as they age and have extra disposable earnings.

While Gen Z frequents mall-based shops, millennials clearly favor low cost retailers like 99 Cents Only Stores, Ross Stores and Rainbow Shops, probably a mirrored image of their rising up throughout the Great Recession. Millennials are additionally extra prone to bypass quick meals chains in favor of quick informal chains like WaBa Grill and Ono Hawaiian Grill.

So far in 2017, curiosity in location-based knowledge has surged, probably an indication that entrepreneurs are beginning to derive significant insights from a comparatively new supply of data that didn’t actually exist earlier than cell phones. At the identical time, cell platforms like InMarket, PlaceIQ, RetailMeNot, xAd and others are discovering new methods to package deal location knowledge to supply worth for entrepreneurs. 

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