CO-WRITTEN / PARTNER | Staff Reporter, Australia

geo-emma data shows ‘Fast Food & Takeaway’ spend overlayed to local areas

Highlights Perth and its household spend on fastfood and takeaways.

Ipsos’ Enhanced Media Metrics Australia (emma) study’s new geoemma capabilities show where the high and low category spenders can be located down to SA1, or roughly 150 households.

The map here shows the Freemantle area of Perth, overlayed with data based on the Household Expenditure Survey (HES) looking at household spend on ‘fastfood and takeaways’. The average per annum spend is $1,582.11 which is at 100 on the index. Any location with a population spending more than the median is in orange to red depending on how much they over index. Areas turning increasing blue, show a lower than average spend level from their populations.

Emma data on attitudes, behaviours and readership, as well as HES data can be viewed in geoemma, along with geotribes segments and ABS Census data; clients can also add in proprietary data sources such as retail locations, trade areas and transactional data.

This tool is utilised primarily for local area marketing campaigns and can assist in strategy, channel planning, messaging, special offers/deals and prizes relevant to a local area.

More information on emma available at emma.com.au.

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