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Location Data for COVID-19

Resources for the community related to COVID-19 and location intelligence.

Understanding Location Data & COVID-19

Location intelligence is uniquely suited to help understand the impact of COVID-19 on US consumer behavior and the economy. Location data generated by pseudonymized consumer mobile devices provide superior insight into the everyday movement patterns of consumers. This aggregated information is most frequently used by brands for a range of marketing purposes — powering market research, understanding buyer personas, finding the best location for a new store, or mapping the buyer journey. It is, however, broadly applicable to myriad other use cases — including public health and resource planning — for which it is imperative to quickly understand population movement patterns and how they are changing.

The rapid spread of COVID-19, combined with federal, state, and local government encouragement of social distancing, has resulted in unprecedented (almost overnight) shifts in visit patterns to retail locations. Some business categories have seen visits skyrocket — at least temporarily — while in others, foot traffic has come to a virtual standstill. Gravy has released a series of dashboards and data studies —  nationwide and for select cities and states — measuring the effect of COVID-19 on everyday consumer behavior. How has consumer behavior changed, and how is it continuing to change? Which areas of the country are actively practicing or avoiding social distancing? Which categories are most impacted and which are starting to show signs of recovery?

Unless otherwise noted, all data studies are built using Gravy DaaS and the Gravy Visitations dataset. This privacy-friendly dataset captures consumer visits to millions of business locations and public places, across thousands of different place categories and for over 3,500 leading brands. Visitations data only includes data derived from location signals observed at commercial places of interest and is delivered at an aggregate level. It is a massive sample data set that reflects the daily habits of groups of consumers — quickly, within just a few days.

About Our Data

Gravy’s location data engine, AdmitOne, aggregates and processes data from multiple location data providers. Collectively, this data represents more than billion monthly visits from over 150 million opted-in U.S. mobile devices. While the AdmitOne engine is capable of processing location data of any kind, the location data AdmitOne processes is sourced by our suppliers via SDKs embedded within tens of thousands of apps. During processing, AdmitOne removes duplicate and spoofed data, as well as fraudulent devices, and unifies data across suppliers. This filtered and processed data is the foundation for all of Gravy’s solutions. All of Gravy’s location data suppliers have warranted that the data they collect and provide to us complies with all applicable laws, including required consumer consent, opt-in, data sharing, and opt-out provisions. For more information, see our section on Consumer Privacy, including our most Frequently Asked Questions.


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Explore the data to see how COVID-19 is impacting the U.S.

March 19, 2020
To our customers, partners and friends, Many of us started the week with an all-new routine: we’re working from home, replacing in-person meetings with video calls. Hallway conversations have moved online. We’ve given up dinners…
March 19, 2020
March 26, 2020
COVID-19 and social distancing are changing the way U.S. consumers live their daily lives. Many of us are now working from home, our children’s classes have moved online, and our vacations have been indefinitely postponed.…
March 26, 2020
March 27, 2020
COVID-19 has now spread to all 50 states, with Washington, California, and New York particularly hard-hit by the virus. Gravy wondered what our Visitations data could tell us about COVID-19’s effect on U.S. consumer behavior in…
March 27, 2020
March 27, 2020
Social distancing is quickly becoming a way of life. Given the ever-increasing number of COVID-19 cases and the virus’s ease of transmission, many of us expect to be practicing social distancing for the foreseeable future.…
March 27, 2020
April 6, 2020
The impact of COVID-19 continues to be felt across industries – from retail and restaurants to hospitality and travel. As the number of lockdowns and shelter-in-place orders increases across the country, U.S. consumers are increasingly…
April 6, 2020
April 7, 2020
There’s no shortage of IT vendors pitching free trials of cloud-based tools they promise will help deal with the COVID-19 crisis many enterprises are facing. Most are, at best, addressing the side-effects on business of…
April 7, 2020
April 9, 2020
Mobile location data, when aggregated and pseudonymized, can provide rich insight into consumer activity. When location signals generated by a mobile device are observed at a place of interest, we know that a unique visit…
April 9, 2020
April 15, 2020
With consumer behavior shifting in major cities and states due to COVID-19, many retailers, including major brands, are seeing changes in foot traffic patterns. Grocery stores remain open as essential businesses, but they still are…
April 15, 2020
April 16, 2020
In response to COVID-19, Gravy Analytics adjusted our geofencing strategy to adequately capture the current consumer experience. Gravy was founded on events, and since its inception, has collected information about millions of events – large…
April 16, 2020
April 23, 2020
COVID-19 is affecting many businesses across different industries. In many states, many “non-essential” businesses remain closed, and “essential” businesses are adjusting how they operate. Many are getting innovative on how to continue to support their…
April 23, 2020
May 26, 2020
As the COVID-19 pandemic sweeps the globe, big data and AI have emerged as crucial tools for everything from diagnosis and epidemiology to therapeutic and vaccine development. Here, we collect the latest news in how…
May 26, 2020
May 27, 2020
While staying at home during quarantine, you might have taken up a new hobby like painting, binged favorite (and new) movies or TV shows, and caught up with old friends via video chat. It’s okay…
May 27, 2020
May 28, 2020
Much like term super, the big in big data comes with a certain amount of hype. Just as we now have supercars, supermodels, superspreaders and super-sized meals, we now have big business, big data and of course…
May 28, 2020
June 1, 2020
As economies begin to re-open post-COVID-19, data will be essential to understanding changed human movement patterns and business opportunities in the “new normal.” Starting today, Gravy Analytics becomes the exclusive foot traffic data provider to…
June 1, 2020
June 25, 2020
Consumer shopping habits have shifted, and these new habits are only going to continue to evolve due to the economic impact of the coronavirus. In this new economy, it is imperative that brands stay connected…
June 25, 2020
July 2, 2020
As companies continue to adapt their strategies in response to COVID-19, they shouldn’t forget about an important factor keeping customers coming back: brand trust. A recent study by Eldeman found that 60% of consumers are…
July 2, 2020
August 12, 2020
The COVID-19 pandemic has changed consumer behavior patterns seemingly overnight. More people are shopping online for essentials to avoid unnecessary social contact, but also rewarding themselves with little “luxuries” that they can look forward to…
August 12, 2020

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