INDUSTRY INTELLIGENCE REPORT:
RETAIL
PREPARED BY
TrueDataTM always tells a story.
Target
Kohl’s
Sam’s Club
The Home Depot
Best Buy
TrueData, a leading provider of mobile audience data and analytics, performed an industry analysis* on five of the top retailers that compares users’ demographics, their propensity to own certain apps more than others, and the types of devices that those users own.
Below we’ve summarized a few overall insights: 1
2
3
There are key patterns that emerge in the gender and ages of the users among the retailers Some interesting matches in user demographics can be seen between retailers that we wouldn’t naturally think would be similar An analysis of the type of category of apps that each user group has reveals potential areas of targeting growth *U.S. and Android data only
HOW DO USERS COMPARE ACROSS TOP RETAIL APPS?
Gender
U.S. Census
(MALE VS FEMALE)
49%
The Home Depot
70%
30%
66%
34%
Home Depot and Best Buy more than double Kohl’s
51%
42% Kohl’s
English
Sam’s Club
58%
24%
and Target’s male user base
Best Buy
76%
24%
76%
Target
Language
Spanish
100%
75%
(ENGLISH VS SPANISH)
50%
Both Target and Sam's Club skew female, but Target
25%
over-indexes on Spanish
0%
speaking vs. Sam's Club U.S. Census
Kohl’s
Sam’s Club
Target
Best Buy
Age Range
The Home Depot
16%
under-indexing
11%
21%
best with under 34 year olds
14%
U.S. Census
24%
13%
skew older
4%
Target
Best Buy
22%
16%
while Home Depot and Kohl's
19%
17%
16%
17%
12%
10%
7%
17%
15%
Target and Best Buy do the
7%
12%
25%
13%
25% 6%
13%
13%
11% 24%
18-24
25-34
35-44
45-54
55-64
65+
TAKEAWAYS FROM TRUEDATA
Kohl’s
20%
21%
Sam’s Club
20%
The Home Depot
17% 29%
25%
21%
27%
Overall Retail industry skews older and
Additionally, Best Buy and Home
more female. There is opportunity, though.
Depot could target for look-alike
For example, Sam's Club and Kohl's could
audiences that are majority male
target a younger, Spanish speaking audience.
and between the ages of 35-54.
WHAT APPS DO USERS INDEX HIGHLY FOR?*
An index is an easy way to see which
JetBlue's consumers likely skew more
apps your users are more/less
tech/male given the overlap with the
likely to have compared to the U.S.
Home Depot and Best Buy audience
population Sam's Club and Target are the least
Best Buy and Home Depot audiences
correlated in a competitive category
highly correlated in different
suggesting loyal fan bases that need
categories allowing for complementary
competitive conquesting techniques
audiences and/or co-branding
to shift consumer behavior
opportunities
App Affinity Scale
Bottom 1/3
Target Target Kohl’s
Sam’s Club
13
7
10
15
7
8
9
11
10
12
The Home Depot
Best Buy
Sam’s Club
8
11
The Home Depot
7
8
9
Best Buy
6
10
9
19
GameStop
3
3
3
5
15
Macy’s
10
20
8
12
20
Zoosk
0
3
3
3
5
Bed Bath & Beyond
11
25
13
21
24
UPS Mobile
5
8
8
15
19
Walgreens
8
8
5
6
6
CVS / pharmacy
10
11
8
10
7
WingStop
7
0
0
9
17
Applebee’s
8
14
11
14
17
Fitbit Coach
9
12
7
0
9
JetBlue
5
6
0
9
10
Regal Cinemas
8
8
5
7
11
Mid 1/3
Top 1/3
Kohl’s
*Percentile rankings of app affinities shown in thirds
20
WHAT CATEGORIES OF APPS ARE USERS INSTALLING?
Percent of user base to install a specific app category
30
20
10
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Target
Apps
CATEGORIES
Kohl’s
Sam’s Club
The Home Depot
Best Buy
TAKEAWAYS FROM TRUEDATA Clear divergence of audiences. For example, Sam's Club audience skews heavily casual gaming against the Home Depot and Best Buy audiences. Those audiences then over index on Shopping and Entertainment compared to the Sam's Club Audience. App-based audience targeting is a great way to target a specific user segment for customer acquisition.
WHAT KIND OF DEVICES DO RETAIL USERS HAVE?
Among Android devices, Verizon
50%
and AT&T maintain their market dominance in the Carrier market,
40%
but T-mobile does seem to be growing quickly and with the Sprint
30%
merger they could grow quicker
20%
Best Buy
Kohl’s
The Home Depot
Target
10%
0%
Sam’s Club
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80%
Among Android devices Samsung clearly takes the lead by a big margin when compared to Motorola, LGE
60%
and a group of other smaller devices 40%
20%
0%
Best Buy
Kohl’s
The Home Depot
Target
Sam’s Club A RC
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WHERE DOES AMAZON FIT IN?
Below we show how Amazon - the 800-pound retail/utility gorilla fits into the mobile retail conversation. How each profiled app’s users are installing Amazon apps might reveal something interesting. We can use the line chart below to see if any patterns emerge.
The Amazon Prime app is
Although Amazon Prime
Retailers may want to look to
the clear winner among the
is the winner here, it’s
their direct industry-specific
three Amazon apps with the
still barely in the top 1 ⁄ 3
competitors instead of
highest index values across
of all over indexing apps
immediately jumping to
all of the retailers
Amazon
Profiled Apps
TAKEAWAYS FROM TRUEDATA Doing a competitive analysis of your direct competitors may
App index
reveal areas of growth for
10
your brand that you hadn’t considering previously.
8
For example, Bed Bath & 6
Beyond may want to target audiences similar to Kohl‘s since Bed Bath & Beyond
4
users index highly with Kohl’s or Sam’s Club may want to
2
target gaming users since 25%+ over the type of apps on
0 Target
Kohl’s
Sam’s Club
The Home Depot
Best Buy
Sam’s Club’s users are gaming apps.
TRUEDATA’S RESEARCH METHODOLOGY
TrueData has a robust network of over 450+ apps where it captures deterministic data directly through server-to-server (S2S) or SDK integrations. TrueData’s data is never modeled or collected through the bid-stream – it is captured directly from users. While TrueData collects both U.S. and international data, the analytics are based on U.S. only data.
TrueData segments the data that it collects into several different categories in order to generate accurate and stable analytics: 1
2
3
DEMOGRAPHIC DATA
APP OWNERSHIP DATA (Android only)
DEVICE CHARACTERISTIC DATA
Gender Designation
Raw App Ownership
Manufacturer Designation
Age Designation
App Ownership Indexing
Carrier Designation
Language Designation
The following steps outline how TrueData accurately generates and scales these analytics from representative samples to the U.S. populus: 1. DATA COLLECTION - TrueData only collects 100% deterministic data from its network of apps through S2S and API.
2. DATA CLEANSING & NORMALIZATION - TrueData goes through several steps to remove overlapping data from different sources (i.e., one source says that a MAID is a female and another source says that it’s a male). In that case, TrueData will remove the data point all together and only generate analytics from data where there is consensus among the sources.
3. DATA SCALING - Once the data has been collected, cleansed and normalized, TrueData applies proprietary data science methods in order to scale the analytics from a representative sample to the general U.S. population.
If you have any questions regarding the data and insights presented here, or would like to request your own custom audience segment or industry analysis, please contact TrueData.