This is one of the key insights that has emerged from a study by DSpark, a global mobility intelligence company and oOh!media, Australia’s leading Out of Home company, undertaken to help advertisers reach Chinese tourists, Australia’s largest spending inbound tourist market.
In announcing the new study, the two companies revealed that based on the location data from mobile phones of Chinese travellers that entered Australia over a six-month period, six of the top 10 most visited shopping areas were in suburban areas.
For the long duration visitors, who stayed for more than 30 days, the top 10 shopping areas were all found in suburban locations. Suburban shopping precincts also had the highest frequency of visits. For instance, 15% of all Chinese Travellers visited Sydney’s Chatswood Chase shopping centre three times or more during their stay.
DSpark is a global and analytic company that through access to rich mobile data and its Mobility Genome platform, is able to translate raw location based data into powerful insights on where, when, why and how people move in an aggregated and anonymised way.
oOh!’s Chief Marketing Officer, Michaela Chan, said that outside of flight arrivals data, there has been little information available until now to help businesses understand the movements of Chinese audiences, and as a result were unable to effectively target the largest and extremely lucrative inbound visitor market.
“The Chinese traveller audience is a growth market, with the latest data showing there were more than 1.6 million Chinese visitors to Australia recorded in 2017, who spent more than $11.7 billion on local goods and services,” Ms Chan said.
“And when you consider that the top 10 per cent of these visitors are spending more than $3,000 per day, it is an audience that most advertisers would like to effectively engage with.
“As a result of this study with DSpark, for the first-time advertisers can understand how Chinese travellers move around Australia and identify the popular suburbs, roads travelled and key shopping locations through real and rich data.
“With this information to hand, we can map out our Out of Home asset locations and assemble a more meaningful advertising package to ensure the campaign message is Unmissable.
“oOh!’s study with DSpark is another step forward in our strategy to not just be Australia’s leading Out of Home company, but to be a progressive and fast-moving media business that brings together the latest in innovation, data, content and technology to help advertisers build stronger engagement with audiences.”
Country Head of DSpark Australia, Mr Paul Rybicki, said brands were increasingly understanding the value of marketing their product specifically to the valuable Chinese inbound tourist market, yet were unable to do so effectively given the lack of powerful data.
“Working with oOh! on this study has been truly groundbreaking and we are delighted to unite with Australia’s leading Out of Home business to help advertisers better connect with this audience,” Mr Rybicki said.
“This study brings with it an exclusive, never seen before offering in Australia, where real brands can target their advertising campaigns specifically to their target group in locations known to have a high penetration of Chinese tourists.
oOh!’s Study of Chinese travellers was announced at the recent ADMA Data Day conference.
Download the press release here.