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 Seattle 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 Seattle in the last 12 months was 5,352, this is a 3.8% decrease from the previous 12 months. Though foot traffic in Seattle is decreasing overall, zip code 98154 has seen a steady increase. SeaTac, Kirkland and Bellevue neighborhoods experienced the highest total foot traffic for Seattle. These 3 neighborhoods constitute over 18% of the total foot traffic experienced from 06/01-2020-05/31/022. Conversely, the Baring, Skykomish, and Ravensdale neighborhoods experienced the lowest total foot traffic for the same period of time.
Methodology – Seattle 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.
Seattle saw the highest average monthly foot traffic (6,410) March 2021 through August 2021 with May 2022 having the lowest average foot traffic of 4,090 average visitors. May of 2021 had the highest total foot traffic (7,154) 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 104 unique industry sectors found in Seattle. The top industries include: Fast Food Restaurants, Supermarkets, Gasoline Stations, General Merchandise Stores, and Bottled Water Manufacturing. While the industry specific foot traffic patterns generally mirror the overall foot traffic pattern of Seattle, there is a notable difference in the gasoline station industry. While the foot traffic trend in Seattle is decreasing, the gasoline station industry is experiencing an increase in average monthly foot traffic. Additionally, there was a larger than expected increase in foot traffic in the gasoline station industry in May 2021. Deeper analysis of foot traffic data for specific brands in the gasoline station 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.
Foot Traffic data is available for 974 unique brands in Seattle 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 Seattle include: Starbucks, Safeway, Primo Water, Costco, and McDonald’s.Taking a deeper dive into the foot traffic data available for the 229 Starbucks locations in Seattle, we find that 38% or 88 locations are experiencing an increase in foot traffic. For the time period 06/01-2020-05/31/022, Sammamish has the highest average foot traffic pattern with 19,093 visits per month. The SeaTac area had the highest total foot traffic for Seattle Starbucks locations with 2,101,302 visits. This can be explained by the zip code 98158 being home to 4 Starbucks locations in total. While the total foot traffic at the 17801 Pacific Hwy location is increasing, it is the most visited Starbucks boasting approximately 2.35% of all Starbucks foot traffic in Seattle. Conversely, the 300 Andover Park W location accounts for only 0.00% of the total Seattle Starbucks foot traffic.
Methodology – The Seattle 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 Seattle in the selected date range.