Geelong

About this report

This report captures the lifestyle character of Geelong, across the month of August 2024. Our unique real-time data sets have been created to help you understand who the community are, where they come from, and what brings them to your local area.

This report is provided as part of the Local Traders Program. Find out more about the program here.

Trade Area

This map shows the home location of all visitors to Geelong in August 2024.

Otherwise known as a 'trade area', this is essentially the home location of your potential customers - the people that are coming to Geelong regularly, and have the potential to pass by, and engage with your business.

3 ways to use trade area maps

Understanding your trade area helps you focus marketing efforts, inform your business offer and even to find the best store location.

Here are three examples:

1. Optimise your Social Media Advertising:

Traders can use trade area data to target their social media ads more effectively. For instance, if a bookstore sees a high concentration of potential customers in a specific neighbourhood, they can run localised ads promoting upcoming author events to that area.

2. Targeted Community Engagement:

Knowing the boundaries of your trade area allows traders to plan community events that will draw in local residents. For example, a beauty salon might run a 'local residents' campaign, with special discounts for people living in specific surrounding locations.

3. Inform your Store Layout and Inventory:

Understanding where their customers are coming from, can inform store layout and inventory choices. If a deli finds a portion of visitors are coming from far away, it may place picnic items in the windows to appeal to day trippers.

Exposure Mapping

This map shows the busiest areas of Geelong in August 2024.

Otherwise known as an 'exposure' or 'dwell' map, this identifies where people spent the most time across Geelong in the month of August 2024. Information like this is valuable for helping you understand how 'well exposed' your location is to potential customers.

How to use exposure mapping

Increase your visibility: Locate and orient your signage and store branding to ensure it is visible from the busiest neighbourhood locations.
Choose your next location: Make sure you are located in the busiest location for your next store, or pop-up.
Optimise your opening hours: make sure you are making the most of busy neighbourhood times.

Accessibility

This map shows who can access central Geelong within a 10 minute drive.

Otherwise known as an 'accessibility analysis', this map identifies which local people can access your location within a 'short drive' of 10 minutes or less. These people have the best potential to be your regular and loyal customers.

How much to do already know about them?

How to use Accessibility data

By regularly reviewing your 'accessibility', you can more deeply understand your customers in the following ways:

Find your local customers: People that live within the area identified are most likely to consider you as their 'go to' local location.
Spot top competitors: Other businesses located within this area may be competitors to you based on proximity.
Ease of getting around: Walkability analysis will reveal how likely it is that people visiting to centre for another purpose, will find their way to your location. High walkability is especially important for people with mobility limitations, including older Australians, or parents with children or prams.

Top Amenities

This map shows the places that are the most important to the local community across Geelong in August 2024.

This 'local attractions' map identifies which local places - businesses, organisations and open spaces - have the most community engagement. Different from looking at star ratings, or income, this measure examines how much locals digitally interact with local places through digital actions such as likes, ratings, checkins, mentions, reviews.

Top places have large digital footprints, created by a large loyal base of customers and visitors.

How to use Attractions data

When you have insight into what brings people to the neighbourhood you have a better understanding of how to position your business in the following ways:

Know your ranking: Not all businesses can be the top attraction, but knowing your relevance score enables you to track how it changes over time. As customer loyalty and support builds for your business, so will your score. If your score plateaus or starts to drop, you may need to look at customer retention and loyalty initiatives.

Proximity to local attractions: Look at where the top performing places are located. Your proximity to them helps with your exposure and passing foot traffic. Maximise your proximity to them by thinking about your lines of sight
Learn from your competitors: Take a look at other local businesses within your category that score well. See if you can learn what they have done to attract and retain customers. Promotions, opening hours, or even how they manage their social media presence can all be clues in what might work best for the local audience.

Frequently Asked Questions

Where does the data come from?

Neighbourlytics have built a sophisticated data ingestion and processing system which creates unique geospatial data across Australia. We are specialists in 'realtime lifestyle data'; essentially in measuring who the community is, what they value, and how they spend their time.

We do this by harnessing data that is created as people utilise local neighbourhoods. We have more than 15 data sources, and examples of the data sources that power our tools are:

Mobile phone movement data: anonymised location data from 'app pings' enables us to plot the location of phones as people move through and around your location. This data is totally anonymised, there is no way for us to track an individual, or know who someone is. But by analysing the trends across a whole neighbourhood, we can show you the locations visitors come from, where is the busiest, and how the neighbourhood is different on different days or months.
Open sourced maps: when you use online mapping systems, or tag a location in a social media app, you are helping to add information to a crowdsourced map. Essentially Google doesn't 'make' Google Maps, the map is built over time by the community using the neighbourhood and adding points of interest. We bring together many different crowdsourced maps, to build a comprehensive picture (in real time) of what exists in local neighbourhoods, and what places people interact with the most.
Social media engagement and reviews: have you ever thought about the power of your post? Commonly people make social media comments, posts or reviews to show their support for a local place. Had a great time eating icecream on the foreshore: post a photo and tag the icecream shop. Really love your local cafe: leave a review so other people can find it. We track this digital engagement across local neighbourhoods to identify which places are the top performers, and how a place is evolving over time.

What is the Local Traders Program?

The Local Trader Program is a pilot program being run across specific Australian locations, to provide our data directly to local traders and learn more about how they might use it. Find out more about this program here.

How can I see more data?

If you want to access regular lifestyle data for Geelong, register your interest in joining the Local Traders Program. If we receive interest from enough local traders we will help traders seek funding to receive monthly reports for the local area.

Geelong Lifestyle Report