Q2 2018 Insights Brief
NinthDecimal examined shopping behaviors of Toys “R” Us shoppers over the past year to create a unique view of important trends that impacted the company’s business.
NinthDecimal is focused on using commercial visitation data to address economic challenges and opportunities. We go beyond basic mobility (i.e. a measure of people simply moving around) to focus instead on economic mobility, a measure of meaningful consumer activity. This is a critical signal – visits to businesses – to understand the pace of changes generated by COVID-19 and the health of an economic recovery.
The Economic Mobility Index™ (EMI™) is a dynamic measure of consumer commercial shopping behavior and visits to businesses by industry and by DMA®️*. It measures the pace of economic recovery in each market relative to pre-COVID-19 consumer activity. The Interactive tools below allow you to explore the EMI™, or you can download a copy of the EMI by clicking here.
EMI™ uses the week of Jan. 20, 2020 as the baseline for pre-COVID-19 activity with a score of 100. It calculates current economic mobility relative to that baseline, both geographically and by business category. Index results below 100 indicate a reduction in commercial visitation relative to the pre-COVID period. The lower the number, the greater the reductions. Index results approaching 100 indicate commercial visitation is increasing and getting closer to pre-COVID activity. Index results above 100 indicate higher commercial visitation than pre-COVID activity.
*DMA® is a trademark of Nielsen
Since the first week of March and the start of economic restrictions, NinthDecimal has provided research and insights on weekly changes to foot traffic across critical business verticals, both nationally and for key markets. These reports† are available to everyone – customers, partners and the broader community to help navigate previous, current and future impacts of COVID-19.
† The COVID-19 Impact Report reflects foot traffic data from April 13 through June 21. As of July 1, we are no longer updating this report but will continue to maintain the weekly updates to EMI reporting.
Our research is based on data from the largest real-time engine of consumer behavior powered by more than 90M U.S. consumers seen in almost 8B locations per day. The NinthDecimal Marketing Platform provides a comprehensive view of what is driving consumer interactions in the physical world and how marketing initiatives are impacting business performance. Evolving with technology and social changes, our always on growth engine identifies emerging market trends, offering people-centric learnings about what’s to come including shifts in consumer behaviors.