Orlando

Orlando City Foot Traffic

Introduction

Foot traffic data refers to the measurement and analysis of the number of people moving into and out of a particular location over a given period of time. This information is commonly collected through various means such as cameras, sensors, and other forms of technology. The data is used by businesses, governments, and researchers to understand patterns of movement, assess the effectiveness of marketing campaigns, evaluate the popularity of certain locations, and for a variety of other purposes.

Orlando Foot Traffic Data Insights by Geography

The average monthly foot traffic per venue for Orlando in the last 12 months was 20,362, this is a 0.7% increase from the previous 12 months. Though foot traffic in Orlando is flat overall, zip code 32819 has seen a steady decrease. Florida Center, Caribbean Cay and Park Central neighborhoods experienced the highest total foot traffic for Orlando. These 3 neighborhoods constitute over 24.8% of the total foot traffic experienced from 09/01-2022-08/30/2023. Conversely, the Christmas, Zellwood, and Kissimmee neighborhoods experienced the lowest total foot traffic for the same period of time.

Methodology – Orlando 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.

Orlando Foot Traffic Data Insights by Season

Orlando saw the highest average monthly foot traffic (21,816) July 2022 through March 2023 with May 2023 having the lowest average foot traffic of 17,385 average visitors. December 2022 had the highest average foot traffic (26,198) for the total time frame analyzed (06/01/2021-08/30/2023). 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.

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 quartfer and the percent change was calculated between quarters.

Orlando Foot Traffic Data Insights by Industry

Utilizing the North American Industry Classification System (NAICS) codes available in the foot traffic trend value module, consumers can gain valuable insights on 108 unique industry sectors found in Orlando. The top industries include: Supermarkets, Movie Theaters, General Merchandise Stores, Cosmetic Stores, and Hardware Stores. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of Orlando, there is a notable difference in the restaurant industry. While the foot traffic trend in Orlando is flat, the restaurant industry is experiencing an decrease in average monthly foot traffic. Additionally, there was a larger than expected decrease in foot traffic in the restaurant industry in April 2023. Deeper analysis of foot traffic data for specific brands in the restaurant 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.

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Orlando Foot Traffic Data Insights by Brand

Foot Traffic data is available for 1,191 unique brands in Orlando 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 Orlando include: Walmart, 7-Elelven, Starbucks, McDonald’s, and Wawa.Taking a deeper dive into the foot traffic data available for the 26 Walmart locations in Orlando, we find that 0.0% or 0 locations are experiencing an increase in foot traffic. For the time period 09/01/2022-08/30/2023, University Park has the highest average foot traffic pattern with 410,442 visits per month. The Florida Center area had the highest total foot traffic for Orlando Walmart locations with 6,181,811 visits. This can be explained by the zip code 32819 being home to 2 Walmart locations in total. The total foot traffic at the 11250 E Colonial Dr location is decreasing, it is the most visited Walmart boasting approximately 10.06% of all Walmart foot traffic in Orlando. Conversely, the 7818 Colonial West Dr location accounts for only 1.91% of the total Orlando Walmart foot traffic.

Methodology – The Orlando 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 Orlando in the selected date range.

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