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 San Fransico 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 San Fransico in the last 12 months was 3,685, this is a 24.4% increase from the previous 12 months. Though foot traffic in San Fransico is increasing overall, zip code 94103 has seen a steady decrease. South of Market, Stonetown and Van Ness neighborhoods experienced the highest total foot traffic for San Fransico. These 3 neighborhoods constitute over 37% of the total foot traffic experienced from 06/01-2020-05/31/022. Conversely, the Yerba Buena Island, Presidio, and Westwood Highlands neighborhoods experienced the lowest total foot traffic for the same period of time.
Methodology – San Fransico 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.
San Fransico saw the highest average monthly foot traffic (3,698) March 2021 through August 2021 with Jan 2021 having the lowest average foot traffic of 2,478 average visitors. April 2022 had the highest total foot traffic (4,894) 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 88 unique industry sectors found in San Fransico. The top industries include: Fast Food Restaurants, Supermarkets, Banking, Pharmacies, and Hotels. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of San Fransico, there is a notable difference in the general merchandise industry. While the foot traffic trend in San Fransico is increasing, the general merchandise industry is experiencing an leveling in average monthly foot traffic. Additionally, there was a smaller than expected increase in foot traffic in the general merchandise industry in April 2022. Deeper analysis of foot traffic data for specific brands in the general merchandise 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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Foot Traffic data is available for 616 unique brands in San Fransico 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 San Fransico include: Safeway, Walgreens, Follett, Target, and Bank of America.Taking a deeper dive into the foot traffic data available for the 60 Starbucks locations in San Fransico, we find that 63% or 38 locations are experiencing an increase in foot traffic. For the time period 06/01-2020-05/31/022, Hunter’s Point has the highest average foot traffic pattern with 4,220 visits per month. The South of Market area had the highest total foot traffic for San Fransico Starbucks locations with 396,749 visits. This can be explained by the zip code 94103 being home to 7 Starbucks locations in total. While the total foot traffic at the 2300 16th St Unit 203 location is decreasing, it is the most visited Starbucks boasting approximately 5.87% of all Starbucks foot traffic in San Fransico. Conversely, the 1799 Fulton Street location accounts for only 0.13% of the total San Fransico Starbucks foot traffic.
Methodology – The San Fransico 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 San Fransico in the selected date range.
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