A new location data study from Cuebiq, the largest provider of accurate and precise location data in the U.S., and GasBuddy, the only smartphone app connecting millions of drivers with their Perfect Pit Stop, reveals a lot about the foot traffic behavior of GasBuddy users.
The Q1 2017 fuel and convenience store space analysis provides insights into users’ offline behavior such as frequency of station visits, fueling patterns, how long they spend at a location, and brand loyalty.
Key takeaways from the study include:
- Weekdays between 11:00 a.m. and 1:00 p.m. were highly-trafficked hours in Q1. Convenience stores are poised to lure business away from QSRs and grocery stores now that consumers can eat quality meals at the same place and time they choose to fill up their tanks.
- Gas tank fill-ups average an efficient 2-3 minutes, but 73 percent of GasBuddies spent more than five minutes at locations, demonstrating that consumers are likely willing to spend some time in store before or after visiting the pumps.
- The top three fuel brands that captured the highest ratio of footfall per station were Ricker’s, Family Express, and Thorntons.
- What about brand affinity? GasBuddy users shop at Walmart, Sam’s Club, and Target. For banking, GasBuddy users’ top preferred banks are Chase and Wells Fargo. Coffee drinkers prefer Starbucks, Dunkin Donuts, and Tim Hortons.
“There is a reason they are called convenience stores,” said Greg Fox, the chief revenue officer at GasBuddy. “Their perception as primarily a gas station is dwindling as many chains now feature coffeehouses, fresh-made-to-order (MTO) food, healthy choices, delis, quick service restaurants (QSRs) and grocery stores.”
“As this joint study indicates, with the convergence of mobile technology and physical location, CPG and QSR brands now have unprecedented opportunity to influence and measure consumer behavior where $233 billion is spent in the U.S. annually,” Fox added.