Chinatown retailers who stayed open over Chinese New Year (CNY) would have seen a greater number of shoppers visiting the district more than once and staying longer than they would during a regular weekend, according to Big Data company AdNear, which uses location data to target advertising across mobile devices.
AdNear generates consumer insight through mobile tracking, identifying the location of users by pinpointing signal levels from mobile devices without the use of GPS or personally identifiable information. Its insights can then be used by companies — from retailers to mobile apps — to better understand consumer behaviour, refining their marketing efforts.
For this study, AdNear tracked a total of 4676 Singapore-based mobile users in the shopping districts of Chinatown, Marina Bay Sands and Orchard Road over the Chinese New Year weekend, from 31 Jan to 2 Feb. Below are a few interesting insights:
- There was an increase of almost 20 per cent in the number of shoppers during the CNY weekend as compared to a regular weekend.
- Most people shopped on Friday, which is also CNY eve, for the CNY weekend as opposed to Saturday for regular weekends.
- Shoppers preferred Orchard Road by a wide margin, about 83 per cent as compared with 7 per cent for Marina Bay Sands and 10 per cent for Chinatown.
- Students are the biggest group of shoppers during the CNY weekend, making up nearly 30 per cent of the total.
More insights can be found in the infographic below.