Near, a human mobility platform company which analyses the physical movement of 15 million Australians each month, says there are distinct differences between Coles and Woolworths shoppers.
An audience analysisby Near of grocery shoppers visiting Woolworths and Coles in the last 30 days found:
- The number of shoppers visiting Woolworths or Coles on weekends is 60% of those visiting on weekdays.
- Typically a Woolworths shopper is aged 35 years or more, is an avid book reader with an interest in fashion and sports. An average Coles shopper is younger, between 25 and 35 years, loves to travel and is interested in entertainment and recreation.
- Shoppers visiting Woolworths willingly travel 2.5 times the distance travelled by those visiting Coles, ALDI or IGA.
- A Coles customer is 28% more likely to visit a cafe on a weekend than those who shop at other supermarket. However a Woolworths shopper is likely to spend 8% more time at a cafe on a weekend.
The data collected from apps on the movement of millions of Australians each month is being used to understand how people behave in the real world, not online, but offline -- where they visit and what they like to do.
MCN, the media sales house for Foxtel and other content brands, says it now has an exclusive contract with Near for its marketing product across the Australian advertising market.
"We are currently working through how we can match our Foxtel audience across not just digital but also our broadcast platform with location data to give us a single view of our consumer,” Nev Hasan, MCN's director of advanced advertising, told AdNews.
“This will allow us to not only understand our consumers better from an insights point of view, but allow us to be more targeted when engaging with them - which then presents a truly unique opportunity for attribution modelling across our platforms."
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