UBERMEDIA A San Diego Story with Mobile Location Data March 28, 2019
57.3% Tourists Balboa Park San Diego, CA 42.7% Locals
69.2% San Diego Zoo Tourists San Diego, CA 30.8% Locals
Tourists Origin Markets 1. Los Angeles 2. International 3. San Francisco-Oakland-San Jose Tourists 4. New York, NY 5. Phoenix, AZ San Diego Zoo 6. Las Vegas, NV 7. Sacramento-Stockton, Modesto San Diego, CA 8. Dallas-Ft. Worth, TX
Locals Origin Markets 1. 92101 (Downtown SD) 2. 92103 (Hillcrest/Mission Hills) 3. 92104 (North Park) 4. 92115 (SDSU) Locals 5. 92105 (City Heights) 6. 92116 (University/Normal Heights) Legoland 7. 91910 (Chula Vista) San Diego, CA 8. 92109 (Pacific Beach)
Mobile Location Data
How Mobile Location Data is Gathered
Multiple Sources of Data Refined Into Solutions Multiple Sources of Processing and Refined Mobile Raw Mobile Data Contextualization Data Supply Location Intelligence 6
“Where are my visitors coming from?” “How dependent are we on certain source markets?” “What do visitors do while in-market? 16
“What are the demographics of our visitors?” “How do demographics change based on time of year or area of city?” 16
“Where do convention visitors “How long do our visitors spend in stay, shop, and dine?” market?” “Why are people leaving?” 16
A San Diego Story with Mobile Location Data
San Diego Study Study Area: San Diego County Excluded ● Airports ● Interstates ● Military Bases San Diego County (Detail) shaded; with airports, interstates and military bases removed.
Keys to Identification Common Evening Common Daytime Location Location
Who are Tourists? Current CEL/CDL Logic CEL CDL Action Note Define “tourist” as follows: in polygon in polygon reject lives in San Diego Appears in San Diego County ○ in polygon outside polygon reject lives in San Diego ■ For more than a few hours in polygon undefined reject lives in San Diego ■ Does not have a Common outside polygon in polygon reject commuter into San Diego Evening or Daytime Location in San Diego home and work outside outside polygon outside polygon accept San Diego County outside polygon undefined accept lives outside San Diego ● Removes residents, undefined in polygon reject worker in San Diego commuters undefined outside polygon reject works outside San Diego Does not appear exclusively in ○ exclusion polygons no idea (will not appear undefined undefined reject in CEL report)
Who are Locals? Current CEL/CDL Logic CEL CDL Action Note Define “locals” as follows: in polygon in polygon accept lives in San Diego Common Evening Location ○ in polygon outside polygon accept lives in San Diego appears in San Diego County in polygon undefined accept lives in San Diego Not overly concerned with their ○ outside polygon in polygon reject commuter into San Diego Common Daytime Location; some locals may work outside home and work outside outside polygon outside polygon accept San Diego of San Diego outside polygon undefined accept lives outside San Diego undefined in polygon reject worker in San Diego undefined outside polygon reject works outside San Diego no idea (will not appear undefined undefined reject in CEL report)
1,139,941 Tourists Results 507,561 Locals Timeframe: 1 Year, 2017
San Diego County Tourist Activity
Popular Tourist Locations in San Diego Casino Balboa Park Downtown San Diego Freeway Freeway Service Area Service Area Casino Shopping UCSD Complex Shopping Complex Office Park La Jolla & Hotels Cove Golf Casino
Tourists vs Locals: Visualize the Difference Tourists Locals Del Mar Track & Fairgrounds Suburban Mall La Jolla Village Seaworld Residential Residential Balboa Park
Further Unlock Audience Affinity Brand Affinity Insights Into Demographics
Audience Affinity
Further Unlock Audience Affinity Brand Affinity Insights Into Demographics
Tourists: 92.4% Tourists: 151.0% Locals: 28.44% Locals: 175.7% Brand Affinity Tourists: 58.6% Tourists: 106.6% Locals: -37.3% Locals: -33.2%
Further Unlock Audience Affinity Brand Affinity Insights Into Demographics
Demographics Median Income Tourists $73,942 Locals $70,025
Overnighters Origin Markets: Break It Down By Segments Daytrippers
Top Source Markets San Diego County Tourists: Day Trippers
Top Source Markets San Diego County Tourists: Overnighters
CONTACT Evan Saunders Director of Sales evan@ubermedia.com Evelina Giang Director of Analytics and Data Solutions evelina@ubermedia.com
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