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Moving Walls Blog

#MovingAudiences During Ramadan - What were KLites up to?

On Jun 13, 2019

We are finally at the end of the Holy month! Time flies, but our work is never done. Our friends here at Moving Walls have something to share with you.

Out of the total population of Klang Valley, 46.4% is made up of Muslims. More than 75% of the population are smartphone users. The majority of these smartphone users are between the age of 20 and 34, comprised of 58% male and 41% female, according to a study conducted by the Malaysian Communications and Multimedia Commission (MCMC).

You'd probably be wondering what this information has to do with you and your marketing spends.

Well, the idea is to shed some light on what #MovingAudiences are doing. What locations do they visit? What billboards do they pass by? What does their typical day look like?

While marketers have a comprehensive view of online audience intent, their offline consumer journey is largely unknown. Location intelligence companies are changing this. 

Benefits of Location Intelligence

  1. Observe audience movement to answer the where, when and what about their consumer journey. Where can you find your consumers? When can you find them at certain locations? What are their interests?
  2. Analyse your consumers' behaviours based on store and location visits.
  3. Provide details like age and gender so that you can reach the right people at the right places, during the right time!

Limitations of Location Intelligence:

  1. Retrieve information where permission was not given.
  2. Identify the name, phone number and other personal details about your consumers.

During one of the weeks in May, restaurants, coffee shops and beauty stores take the top three most visited categories around the KLCC area.

So, What were KL-ites up to during Ramadan?

Food preferences 

Restaurants in the area received the highest frequency of visits during the week, with Asian food being the most popular among the consumers. Within the Asian category, Japanese, Indonesian and Malaysian cuisine are the top three favourites.

One of the most popular restaurants during this month was PappaRich, a Malaysian franchise serving local dishes like Nasi Lemak, different types of curry noodles and Roti Bakar, attracting our Malaysian friends who are fasting for the month. 

Popular Beauty Stores in KLCC

Most families eat out for Iftar during Ramadan and spend the rest of their evening together shopping for Raya. Some of the major stores offering irresistible offers or brand new products are beauty stores!

If you're an owner of brands similar to MAC and Clinique, you can consider reaching out to your consumers in the area who are on the look out for beauty products.

Top 3 Billboards around KLCC

Speaking of campaigns, here were the best three billboard locations and the highest reach by the hour. If you were considering outdoor advertising in KL's CBD during this period, these were the top three billboard locations and times to be live on:

  1. Jalan Raja Chulan at 8 pm.
  2. KLCC at 8pm.
  3. Jalan Ampang at 3pm.

If you want to find out more about these billboards, feel free to reach out to us!

We've designed an infographic that captures these offline audience insights and more. Check it to get a summary overview of what audiences were up to during Ramadan:

Infographics

 

Here are some use cases for these audience movement insights:

  • Identify your consumers' identify spending capacity based on where they do their shopping.
  • Discover their preferences based on gender and age group. Brands like MAC Cosmetics and Forever 21 would appeal more to female consumers. The working group who are in their late 20s to early 40s would most likely visit gadget stores or fashion stores selling formal work attire.
  • Know which billboard to pick for your ad campaign based on crowd density, the type of audience you can reach, and when to play your ads for the best results.

Do you want to know more about your moving audiences and how they interact with your store or billboard ads? Sign up for our Three Billboards Challenge.

Get your Moving Audiences report now!

Queenie

By Queenie

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