While we brace for the onslaught of location-based news at SXSWi, an unrelated press release from Telenav (maker of GPS devices) has already shaken things up.
The press release, available here, breaks down the most searched-for destinations on Telenav’s various devices. The list covers everything from top retail locations (WalMart tops the list) to most searched-for foods (pictured to the right), and more.
Obviously, this is a clever application of location-based data. The fact that all of these searches were conducted by drivers (hopefully while off the road!) adds another layer of specificity to the data. In other words, if your brand or category made this list, it’d be worth your while to consider some driver-specific messaging and campaigns.
Specifics aside, it’s great to see that brands are recognizing that location-based services are not just mere enablers of narcissistic tendencies. Beyond making consumers fight for Mayorships and whatnot, these services also generate enormously useful data about where consumers are heading and what they need when they’re on their way. Not surprisingly, Starbucks’ claims that their new integration with foursquare is partly for fun, but mostly a source of insight into their customers’ demands and habits. Sounds like someone’s trying to be a Hometown’s Hero!
