MobileScapes Out & About

Mobile movement data are anonymized and permission-based data collected from location-enabled apps on mobile devices. The main sources of data are opt-in location-enabled applications on mobile devices and ad exchange platforms.  At its most basic level, raw mobile movement data provides a unique and persistent, yet anonymous, device ID, along with a date, time and latitude/ longitude coordinates for each observation. We then take steps to ensure privacy, such as summarizing the data to periods of time. All observed latitude and longitude coordinates are moved to the nearest 6-digit postal code to ensure anonymity.

Researchers can then observe devices within a defined area such as a store, public square or roadway for a given date and time range. Common evening location (CEL) and common daytime location (CDL) are inferred according to where these devices are most frequently observed during the day and at night. When analyzed correctly, mobile movement data can help you understand who’s visiting your locations, where your customers are coming from, how often they return and where else they might be going.

Many industries benefit from the use of mobile movement data. Here are a few examples:

• QSR chains can understand how frequently people are going out and identify who is returning to work on an ongoing basis.
• Retail site location analysts use mobile movement data to understand which retail locations to open and which locations to close.
• Grocers can understand who is shopping in store and how often.

Questions about how MobileScapes Out & About can help your specific situation? Get in touch.

The MobileScapes Out & About data starts on January 1, 2019 and data are updated weekly in EA’s ENVISION platform.

If you access the data in the form of a project, you can also get weekly updates.

Yes. Our mobile movement data are collected only if the individual provides consent or permission. Consumers can easily change their level of location sharing overall or for individual mobile apps via their privacy settings on their mobile devices. Depending on the individual app settings, device holders can decide if a particular app should share their location while in use or block that permission outright. We actively participate in industry and association conversations in these areas, creating policies that protect individuals and allow for the responsible use of data.

To learn more about our privacy efforts, read our privacy policy.

For product-specific information including release notes, metadata and FAQs, visit our community website.

To learn more about mobile movement data and our suite of MobileScapes products, visit the mobile analytics page.

CEL stands for Common Evening Location. CEL represents where the device is most typically observed during evening and overnight hours. To protect user privacy, all observed latitude and longitude coordinates are assigned to the nearest postal code to ensure anonymity.

CDL stands for Common Daytime Location. CDL is where the device is most typically observed during workday hours. To protect user privacy, all observed latitude and longitude coordinates are assigned to the nearest postal code to ensure anonymity.