What is the real impact that Valentine's day does it have on the market and on investments by brands?
He tried to answer this question Beintoo, a company specialized in mobile advertising and location intelligence, which has decided to conduct a study during the period of lovers' day 2020 to investigate the behaviors and preferences of the population of some Italian cities, in order to quantify the impact that this day has on trend of visits to some specific places of interest.
The search was limited to the cities of Milan, Rome and Naples, in which twenty-five of the best known have been selected restaurants in the range between 30 euros and 60 euros, ten cinema most popular and ten of the spa and i spas most important.
For each of these exercises, through the company's proprietary location intelligence technology, they have been monitor visits over three weeks, from January 27 to February 16, and changes in trends for each sector were recorded.
The first data that emerged, explains Beintoo, concerns thehomogeneity of the insights between the three cities, which reveal a positive trend during Valentine's week in all three sectors, with a more marked interest in cinema, and to follow for spas / spas and restaurants.
The most interesting insights, however, were highlighted by comparing the geo-behavioral data of the individual weekend days of February 14 with those of the other weeks analyzed in the research.
On February 14 (Friday) there was a 17.5% increase in cinema visits compared to the average of the data recorded on Friday in the other weeks of the study and, according to the same criteria, it was there was also a spike of 10.5% in restaurants and 13% in spas / spas.
Dreamers who cannot cross their half on the day of the anniversary are willing to wait for the weekend to enjoy a couple activity.
It is on Saturday 15 February, in fact, that visits to places of interest have undergone a significant growth, showing a 41% percentage increase in cinemas, despite the fact that there were no record-breaking films in theaters, 28% in restaurants and 25.5% in spas / spas compared to Saturday days of the other weeks in question.
“The geo-behavioral data applied to location intelligence have allowed us to highlight changes on trends in a specific period and in certain areas, confirming how much this recurrence can influence consumer choices. This type of analysis can in fact be a fundamental predictive tool for any type of industry in order to direct investments in a data-driven perspective, significantly optimizing times, costs and processes “, he says in conclusion Arianna Moroni, Digital Marketing Specialist Beintoo.