What is the currently trending people flow data? We'll introduce how to use people flow data and the industries where it can be effectively utilized!
Have you ever heard the term people flow?
In the past, location information could only be obtained through limited means, such as VICS information and information from internet-connected car navigation systems. However, with the recent proliferation of smartphones, it has become possible to obtain large amounts of location information. In this article, GeoTechnologies, Inc., which collects and analyzes over 1 billion pieces of people flow data per day, will explain people flow data.
Specific examples and use cases of people flow data are introduced in the following document. It can be downloaded in 30 seconds, so please refer to it in conjunction with this article.
What is people flow data?
people flow, as the name suggests, refers to the movement of people. people flow data is a record of this movement of people. Specifically, it refers to movement information such as "when, from where, and where people are moving," and stay information such as "how many people are staying in an area."
Collecting this kind of people flow data was difficult due to limited collection methods and high costs. However, with the recent increase in smartphone ownership, location information can now be obtained relatively easily through smartphone apps. Furthermore, with technological advancements, it is now possible to obtain people's location information through means other than smartphones.
In short, people flow data can be summarized as follows:
Why is people flow data attracting attention?
people flow data is a numerical representation of people's movements. From people flow data, we can understand information such as "when (date and time), where people are moving from and to," and "how long people are staying in the same area (location)."
In recent years, people flow data has been recognized as important data by many companies, and is now being collected and stored. This is due to advances in digital technology, which have made it possible to collect and analyze large amounts of highly accurate location information at low cost. Furthermore, people flow data is easy to use in marketing strategies, and is attracting attention from many companies.
The collection and analysis of people flow data typically involves handling enormous amounts of information.
In the past, due to the underdeveloped capabilities of personal computers and AI technology, analyzing vast amounts of people flow data was difficult. Even when analysis was possible, it was time-consuming and could only be used in limited fields such as official statistics.
However, recent advancements in computer performance and AI technology have made it possible to process and analyze large amounts of data. By utilizing AI technology, it is now possible to process vast amounts of data quickly and efficiently, and even extract trends and patterns.
This enables more accurate prediction people flow and real-time management of people flow, drawing even more attention to its importance.
Benefits of utilizing people flow data
Analyzing people flow data offers many benefits, including the following:
- It can collect accurate information in real time while updating the latest data.
- It is possible to understand changes in people flow by comparing it with past data.
- It is possible to understand people flow based on specific needs such as time, duration, and area.
- Data can be obtained without going to the site, reducing the cost of on-site surveys.
- Allows for multifaceted analysis by combining with other statistical information.
- It is possible to predict the future based on behavioral patterns and trends.
Traditional statistical data collection typically involved manual counting and checking. However, as will be explained in more detail later, people flow data is now obtained as digital data from sources such as GPS, video analysis, and transportation usage history. people flow data obtained as digital data is less prone to counting errors and subjective bias, resulting in more objective and accurate data.
people flow data, being objective and accurate, can be used for a variety of purposes across diverse industries.
Another major advantage of using people flow data is that it eliminates the need for on-site surveys by utilizing GPS data, thus reducing time, cost, and effort.
Basic information on people flow data is summarized in the following document. It can be downloaded in 30 seconds, so please feel free to use it.
Method for acquiring people flow data
people flow data can be acquired using GPS, Wi-Fi, and various base stations. Let's take a look at specific methods for acquiring people flow data.
How to acquire people flow data using GPS
The method of acquiring people flow data using GPS (Global Positioning System) primarily involves utilizing satellite signals through smartphone apps. Devices equipped with GPS functionality include smartphones and in-car navigation systems. With the widespread use of smartphones, GPS has become widely used as a means of route guidance and checking map information.
While GPS allows for the acquisition of highly accurate people flow data with minimal error (even within minutes), it requires an environment where GPS signals can be accessed. Indoors and underground, signals may not reach, making it difficult to obtain accurate data. Even if access to GPS signals is unavailable and people flow data cannot be acquired, using GPS to obtain people flow data is a highly effective method because it allows for the acquisition of accurate and comprehensive information in real time.
Geo-People, people flow data held by GeoTechnologies, Inc., is also acquired using methods that utilize GPS data. Please see the following page for details on its applications and features.
How to acquire people flow data using Wi-Fi
One method of acquiring people flow data using Wi-Fi utilizes wireless communication technology to collect people flow from information obtained when a device connects to an access point. This allows for analysis of people's dwell time and behavioral history through Wi-Fi access points installed in General facility (shop) and public places.
To acquire people flow data using Wi-Fi, a Wi-Fi access point must be installed, and the device must also be connected to Wi-Fi.
A method for obtaining people flow data using mobile phone base stations.
In the method of acquiring people flow data using mobile phone base stations, the base stations receive signal information generated by mobile phone communications and analyze people's location information and behavioral patterns. This method allows for wide-area information collection anywhere in Japan, 24 hours a day, 365 days a year. For this reason, it is widely used in large-scale commercial area development and urban development.
However, the accuracy of location information obtained using cell phone base stations depends on the spacing between base stations, and errors of several hundred meters may occur. Also, since data acquisition intervals are in one-hour increments, caution is required when detailed people flow data is needed.
How to acquire people flow data using beacons
The method of acquiring people flow data using beacons utilizes short-range communication technology. Beacons are small wireless transmitters that communicate with devices using "Bluetooth Low Energy (BLE)". Beacons emit signals within a radius of several tens of meters and receive location and identification information from nearby devices to determine location.
The method of acquiring people flow data using beacons primarily utilizes beacons installed in facilities and stores. Because it uses beacons installed indoors, it is suitable for acquiring information in indoor environments. However, people flow people flow cannot be acquired in locations where beacons are not installed. Furthermore, for a device to receive beacon signals, it requires the installation of a dedicated app and configuration of Bluetooth functionality.
How to acquire people flow data using a camera
In methods that use cameras to acquire people flow data, camera footage is analyzed to obtain data on "spatial congestion," "count of people," and "gender and age." Based on footage from security cameras and surveillance cameras, data on people flow number of people in a specific area, their length of stay, the number of visitors, and their movement routes can be determined.
By combining facial recognition technology, it is possible to obtain more detailed information, such as individual identification and estimation of gender and age. However, acquiring people flow data using cameras that identify individuals requires careful consideration of privacy protection.
Examples of utilizing people flow data
[Government agencies and local governments]
Analyzing people flow data makes it possible to develop urban plans and transportation policies. It is also effective for planning and operating General facility (public), mitigating traffic congestion, managing infrastructure, optimizing logistics and people flow, and simulating disaster prevention.
GeoTechnologies, Inc. 'people flow data allows you to analyze "at what time of day," "from which area," and "how many people" visit a particular urban area of a municipality. Furthermore, by combining this with surveys (Geo-Research), you can quickly gather candid opinions from a wide range of age groups—specifically, from people who have visited the area—about their reasons for visiting, their opinions on the area, and what kind of city they would like to see it become.
[Advertising Industry]
In the advertising industry, utilizing people flow data enables effective ad delivery, such as targeted emails and banner ads to people in specific locations.
Furthermore, by utilizing GeoTechnologies, Inc. 'people flow data and surveys (Geo-Research), it becomes possible to measure the effectiveness of outdoor advertising, such as large-screen advertisements. For example, the effectiveness of an outdoor advertisement can be measured by conducting a survey among business professionals aged 30 to 50 who were within a 50-meter radius of the advertisement for 30 seconds or more.
Tips for using surveys in marketing, as well as specific implementation steps, are summarized in the following document. Please refer to it in conjunction with this article.
Download "Survey to Maximize the Effectiveness of Geomarketing" for free.
[Tourism Industry]
In the tourism industry, people flow data is used to understand visitor numbers and travel trends at tourist spots, which is then used to develop tourism strategies and promotional plans. Differences in people flow between tourist destinations and surrounding areas are also analyzed to improve the overall travel experience. By using people flow data to identify and address challenges at tourist destinations, customer satisfaction can be enhanced.
By using GeoTechnologies, Inc. 'people flow data and surveys (Geo-Research), you can conduct surveys specifically targeting visitors to tourist destinations to collect candid opinions, which can then be used to inform future strategies.
[Real Estate Industry]
In the real estate industry, people flow data is used for analyzing commercial areas, consulting, and marketing planned facilities. By understanding the flow and demographics of people, people flow data helps identify areas where people gather and areas with high demand, aiding in real estate development and investment decision-making. It is also used to alleviate congestion at facilities and improve user satisfaction.
By using GeoTechnologies, Inc. 'people flow data and surveys (Geo-Research), you can screen people who have visited specific facilities, narrow down the survey by attributes such as "gender" and "age group," and conduct detailed marketing analysis.
[Archived Stream] Real Estate DX Unlocked by Geospatial and people flow Data is Here
[Retail and Food Service Industry]
In the retail and restaurant industries, people flow data is used in store opening plans and for promotional activities that offer coupons and benefits based on customer visit frequency.
With "TRIMA Ads," which allow targeting by location and attributes, you can deliver ads at a low cost to people who are near your store or work nearby.
Download the document "Strategies for Utilizing people flow Data in Retail Stores" for free.
[Transportation industry]
The transportation industry is one of the sectors that can significantly improve operational efficiency by utilizing people flow data. To address labor shortages and the increase in small-package deliveries due to the expansion of e-commerce, people flow data can be used to create efficient delivery routes and schedules, thereby alleviating labor shortages.
GeoTechnologies, Inc. provides the transportation industry with people flow data that can be used to analyze road usage and traffic congestion. By using this data to plan delivery routes and schedules, it supports efficient delivery with limited personnel.
Click here for details on our people flow data service.
This time, we explained people flow data, which has recently been attracting attention in marketing and sales promotion. Hopefully, you now understand how people flow data can be used to understand people's movements that were previously impossible to track, and how it can be utilized in store opening plans, urban planning, and transportation policies.
GeoTechnologies, Inc. provides high-density people flow data that allows you to track movement trajectories at 10-second intervals, collected through the Trima app. This data can be linked to more than 10 types of attribute information, including gender and age. It is also possible to screen people who have visited specific locations andconduct surveys (Geo-Research).
If you are interested in conducting surveys (Geo-Research) that utilize people flow data and location information, please feel free to contact us.
For inquiries regarding people flow data and surveys (Geo-Research), please contact us here.
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