By analyzing foot traffic data available through Unacast Now, actionable insights can be gained that allow consumers to gain a competitive advantage in the marketplace. When analyzing Las Vegas foot traffic data available through the Foot Traffic module, actionable insights can be derived in a number of categories. These categorical insights include but are not limited to geographical insights, seasonal insights, industry insights, and brand specific insights.
The average monthly foot traffic for Las Vegas in the last 12 months was 7,647, this is a 0.4% decrease from the previous 12 months. Though foot traffic in Las Vegas is flat overall, zip code 89109 has seen a steady increase. The Strip, McCarran Airport and Whitney Ranch neighborhoods experienced the highest total foot traffic for Las Vegas. These 3 neighborhoods constitute over 28% of the total foot traffic experienced from 06/01-2020-05/31/022. Conversely, the Sloan, Blue Diamond, and Bunkerville neighborhoods experienced the lowest total foot traffic for the same period of time.
Methodology – Las Vegas foot traffic data was pulled from the Foot Traffic Trend Value module on a monthly basis. The metric Person Count was averaged by zip code by month and simple linear regression was applied to generate trend lines for Foot Traffic. When visualizing the data, the total foot traffic by zip code was plotted on a map and colored by total foot traffic. To analyze specific points of interest, data is aggregated at the Census Block Group geographic level. Additionally, Census Track level data can be used to investigate the surrounding area to any point(s) of interest.
Las Vegas saw the highest average monthly foot traffic (9,330) March 2021 through July 2021 with May 2022 having the lowest average foot traffic of 6,124 average visitors. May of 2021 had the highest total foot traffic (10,274) for the total time frame analyzed (06/01-2020-05/31/022). When considering only the past 12 months, the foot traffic pattern remains displaying similar seasonality. Further analysis would provide insights into this change in visitor behavior.
Methodology - The metric Person Count was summed by zip code by month to generate Foot Traffic. To analyze change in foot traffic by quarter, Person Count was summed by zip code by quarter and the percent change was calculated between quarters.
Utilizing the North American Industry Classification System (NAICS) codes available in the foot traffic trend value module, consumers can gain valuable insights on 103 unique industry sectors found in Las Vegas. The top industries include: Fast Food Restaurants, Supermarkets, General Merchandise Stores, Restaurants, and Gasoline Stations. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of Las Vegas, there is a notable difference in the hotel industry. While the foot traffic trend in Las Vegas is decreasing, the hotel industry is experiencing an increase in average monthly foot traffic. Additionally, there was a larger than expected increase in foot traffic in the hotel industry in April 2022. Deeper analysis of foot traffic data for specific brands in the hotel industry could illuminate potential causes for this uptick.
Methodology – The NAICS codes were grouped to create broader Industry level classifications. The Person Count metric was then averaged by industry by month to calculate foot traffic. The data was then visualized for individual industries.
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Foot Traffic data is available for 1,113 unique brands in Las Vegas allowing consumers to create detailed brand analysis as well as head-to-head comparisons between two or more brands. The most highly trafficked brands in Las Vegas include: Walmart, Primo Water, Starbucks, McDonald’s, and Smith’s Food & Drug Store.Taking a deeper dive into the foot traffic data available for the 29 Walmart locations in Las Vegas, we find that 14% or 4 locations are experiencing an increase in foot traffic. For the time period 06/01-2020-05/31/022, Centennial Hills has the highest average foot traffic pattern with 136,848 visits per month. The Silverado Ranch area had the highest total foot traffic for Las Vegas Walmart locations with 3,147,496 visits. This can be explained by the zip code 89123 being home to 2 Walmart locations in total. While the total foot traffic at the 8060 W Tropical Pkwy location is decreasing, it is the most visited Walmart boasting approximately 6.56% of all Walmart foot traffic in Las Vegas. Conversely, the 7445 S Eastern Ave location accounts for only 0.90% of the total Las Vegas Walmart foot traffic.
Methodology – The Las Vegas data was filtered to only consider the brand Walmart. The metric Person Count was summed by zip code by month to calculate Foot Traffic. To analyze change in Foot Traffic by quarter, Person Count was summed by zip code by quarter and the percent change was calculated between quarters. For location level data, Person Count was summed by Street Address. Foot Traffic Percentage was calculated by taking the sum of foot traffic for street address and dividing the resulting value by the total Foot Traffic for Las Vegas in the selected date range.
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