- REUTERS/Carlos Barria
Your car can say a lot about you.
According to location intelligence company Foursquare, the car you buy can reveal a great deal about what you like, where you shop, and what type of person you are.
The tech company used foot-traffic data, which includes explicit check-ins and passive location trails, to predict footfall.
It has had success forecasting sales at McDonald’s, Chipotle, and Apple.
Now the startup has analyzed footfall traffic to reveal insights about people who visit auto dealerships.
Foursquare found that people who visit Nissan dealerships are especially likely to visit dry cleaners, Land Rover visitors often go to Pilates, and Chevrolet shoppers don’t usually like Whole Foods.
Scroll through to see Foursquare’s analysis for what consumers’ car choices say about them:
Chevrolet owners are older people who are likely to recycle and eat at Tim Hortons.
• Chevrolet has one of the highest shares of visitors ages 55+ compared with other mass-market companies (similar to Toyota).
• Chevrolet owners are 53% more likely to visit recycling facilities. They over-index at Tim Hortons (198%).
• People who go to Chevrolet also visit: GMC, Cadillac, Ford.
• Compared with shoppers at other mass-market dealerships, Chevrolet shoppers don’t really shop at Whole Foods (not even in the top-30 visited chains). They over-index at Meijer (119%) and Home Depot (20%).
• Chevrolet visitors are more likely to visit forests (93%), hunting supply shops (76%), motorcycle shops (75%), and fishing spots (74%).
Nissan shoppers are also older people who tend to like fried seafood and smoothie shops.
• Has an even 50/50 male-to-female ratio. Has the highest market share for visitors ages 35-44 (19%), but its biggest market is 55+ (37%).
• More likely than the average Foursquare and Swarm (another social location app) user to visit dry cleaners (40%), smoothie shops (32%), and pet stores (14%).
• Over-index on tastes like fried seafood (102%) and hibachi (100%).
• People who go to Nissan also visit: Toyota, Ford, Jeep.
Land Rover/Jaguar shoppers are more likely to eat tuna tartare, smoke cigars, and travel.
- Jaguar Land Rover
• Of all the luxury car brands that Foursquare analyzed, Land Rover/Jaguar skews the highest for visitors between the ages of 45-54, with 16% of total visitors in that age range.
• Land Rover owners are 64% more likely to be seen at a sculpture garden.
• People who visit Land Rover or Jaguar index high for tuna tartare (124%), cigars (111%), strip steak (129%), and restaurants with Michelin stars (121%).
• They over-index at Pilates gyms (81%), golf courses (58%), and baggage claims and travel lounges (93%). They are more likely than average Foursquare and Swarm users to visit leather-goods stores (111%) and clubhouses (147%).
• People who go to Land Rover/Jaguar go to: Porsche, MINI, Mercedes-Benz Audi.
Toyota owners love trails, Vietnamese food, and scenic views.
- Bryan Logan/Business Insider
• Toyota dealership visitors love trails (89%), outdoor seating, and Vietnamese food.
• People who visit Toyota are also more likely to visit soccer fields (14%) and gymnastics gyms (24%). They’re more likely to go to Bank of America (24%) compared with Chase (10%) and USPS (10%).
• Toyota owners are 82% more likely to visit places that have scenic lookouts.
• People who go to Toyota also visit: Lexus (parent company), Nissan, Mazda.
Cadillac shoppers are more prone to have big hearts and rustic tastes — they’re more likely to visit animal shelters and like corned beef.
• Cadillac categories indicate that this group leans toward the construction industry – construction and landscaping index high (88%), as do warehouses (63%), and shipping stores (55%).
• This group indexes high for “rustic” (80%) and items like corned beef and beer cheese.
• Cadillac owners are 70% more likely to visit animal shelters.
• People who visit Cadillac also go to: Chevrolet, GMC, Lexus, KIA, Jeep.
Subaru owners are mostly men who like climbing gyms and ski resorts.
• The demographic of visitors tends to skew male (the highest out of the five mass-market dealerships).
• People who go to Subaru dealerships are 60% more likely than the average Foursquare and Swarm user to visit an acupuncturist and also over-index at climbing gyms and ski areas.
• People who go to Subaru also visit: Volkswagen, Mazda, Kia.
Hyundai shoppers are into fishing, wings, and casinos.
• Visitors tend to index high for fishing spots (90%), wings joints (12%), recording studios (62%), summer camps (39%), and casinos (130%).
• People who go to Hyundai also visit: Mazda, Kia, Cadillac, Nissan.
Mercedes-Benz owners tend to like tennis, spa outings, and eating at Michelin-starred restaurants.
- The Car Connection
• Similar to Land Rover/Jaguar dealership visitors, they also prefer Michelin-starred restaurants (138%), spas (21%), and prix-fixe menus (87%).
• They are more likely to visit real-estate offices (73%), tailor shops (70%), and nightlife spots (68%).
• They love tennis (61% more likely to visit a court) and surf spots (20%), and they travel often (42% more likely to visit travel lounges). They over-index at embassies/consulates (46%).
• Mercedes owners index 1.2 times higher than average for liking Margherita pizza.
• People who visit Mercedes-Benz dealership also visit: Porsche, Audi, BMW, Lexus, Volkswagen.
Infiniti shoppers are younger people who like thin-crust pizza, Cuban restaurants, and private schools.
- Matthew DeBord/BI
• Skew toward younger visitors – 39% of its total visitors are ages 25-34.
• Tastes: thin-crust pizza, tea, lemonade, pedicures, concerts.
• Categories: Cuban restaurants, day cares, private schools, spiritual centers.
• People who visit Infiniti also go to: Lexus, Acura, BMW, Audi, Nissan.