In our previous post, we compared geographic insights about the crowds at the Presidential Inauguration and the Women’s March on Washington. Using device location signals to do more than just count participants, we pulled dozens of insights out of the crowd’s location and movement throughout the two events. We took snapshots of device location data points seen throughout a defined DC area encompassing the inauguration and march, and then delved deeper into what those IDs revealed.
Our location network that captures device Wi-Fi, Cell and GPS signals picked up the following heat maps of the DC area at the Women’s March event:
Aside from crowd movement, home states and distance traveled, there’s still much to learn from the massive number of people that showed up for these events. Our data allowed us to look at past behaviors of devices seen in the crowd to see if any discernable trends appeared.
To understand the behaviors of event participants, we used Skyhook Personas. Personas are based on device movements that reveal user behaviors, demographics and visit attribution to venues. Using this engine to accurately filter and identify historical behavior, we learned that Inauguration attendees were 35% more likely to be seen at a live sporting event, while Women’s Marchers preferred going to the movies (33% more likely than the Inaugural crowd). One behavior that stood out was that marchers were 40% more likely to buy coffee out of home.
A unifying theme seen in the data was that both groups were more than 80% likely to be Family Shoppers. We then wondered, where do these participants shop? Visit? What brands do they prefer if any?
When it comes to convenience stores, Inauguration attendees were more likely to be seen at a Walgreens where Marchers prefer CVS. We found that Women’s March on Washington attendees were more than twice as likely to shop at Trader Joe’s or Whole Foods. Inauguration attendees were 50% more likely to eat at Chick-Fil-A and 88% more likely to shop at Walmart. Interestingly enough, both groups were equally interested in American cars, with Ford winning out as the likely brand choice of each group.
Diving deeper into the demographic data presented by device location signals, we found a few points that stuck out:
- 27% of the Women’s Washington March group were College Educated at the Women’s March on D.C. v.s the Inauguration (18.94%)
- There was a higher percentage of Graduate Degree holders at the Women’s March on D.C. (32.04%) than the Inauguration, but not by much
- Attendees of the Women’s March on D.C. were more likely to be classified as high income (27.43%) v.s the Inauguration (22.52%)
- Ethnicity data of both event attendees revealed the majority of attendees were white (>75%) with roughly 12% of the audience being African American, 4-6% Asian 3% Mixed race and dishearteningly 0.50% Native American.
The Bottom Line
While counting event participants is one way of understanding the things citizens of the world care most about, fueling these efforts with in-depth participant insights from the start can reveal the multidimensional scope of these issues. Brands and agencies can use this data to take note of where these audiences vote with their dollars. We’ll share more of these data insights in the future but in the meantime, checkout some of our past analyses of mobile devices across the US here.
About Skyhook Personas
Skyhook can help brands, agencies and event organizers target their most relevant audiences and reach them with messages that speaks to their unique preferences.