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 Los Angeles 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 Los Angeles in the last 12 months was 6,389, this is a 15.7% increase from the previous 12 months. Though foot traffic in Los Angeles is increasing overall, zip code 93551 has seen a steady decrease. Northridge, Cerritos and West Torrance neighborhoods experienced the highest total foot traffic for Los Angeles. These 3 neighborhoods constitute over 4% of the total foot traffic experienced from 06/01-2020-05/31/022. Conversely, the Torrance, Lake Hughes, and Topanga neighborhoods experienced the lowest total foot traffic for the same period of time.
Methodology – Los Angeles 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.
Los Angeles saw the highest average monthly foot traffic (6,949) March 2021 through August 2021 with Jan 2021 having the lowest average foot traffic of 4,515 average visitors. April 2022 had the highest total foot traffic (7,713) for the total time frame analyzed (06/01-2020-05/31/022). When considering only the past 12 months, the foot traffic pattern holds 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 109 unique industry sectors found in Los Angeles. The top industries include: Fast Food Restaurants, Supermarkets, General Merchandise Stores, Gasoline Stations, and Bottled Water Manufacturing. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of Los Angeles, there is a notable difference in the clothing store industry. While the foot traffic trend in Los Angeles is increasing, the clothing store industry is experiencing an decrease in average monthly foot traffic. Additionally, there was a larger than expected decrease in foot traffic in the clothing store industry in October 2021. Deeper analysis of foot traffic data for specific brands in the clothing store industry could illuminate potential causes for this downturn.
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.
Foot Traffic data is available for 1,436 unique brands in Los Angeles 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 Los Angeles include: Primo, McDonald’s, Starbucks, Target, and 7-Eleven.Taking a deeper dive into the foot traffic data available for the 579 Starbucks locations in Los Angeles, we find that 78% or 455 locations are experiencing an increase in foot traffic. For the time period 06/01-2020-05/31/022, Mid-Wilshire has the highest average foot traffic pattern with 48,897 visits per month. The Baldwin Park area had the highest total foot traffic for Los Angeles Starbucks locations with 2,317,984 visits. This can be explained by the zip code 91706 being home to 6 Starbucks locations in total. While the total foot traffic at the 8700 Beverly Blvd. location is increasing, it is the most visited Starbucks boasting approximately 2.12% of all Starbucks foot traffic in Los Angeles. Conversely, the 28019 47th St E location accounts for only 0.00% of the total Los Angeles Starbucks foot traffic.
Methodology – The Los Angeles data was filtered to only consider the brand Starbucks. 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 Los Angeles in the selected date range.