Counting People Not Phones

GPS geolocation data from smartphones and mobile apps is often used to track footfall at a macro level. Typically it offers a broad assessment of foot traffic in general areas. It is one of the tools used by some Local Authorities as part of the monitoring and health check of town centres. Whilst GPS tracking is useful for this purpose, it can have some important limitations:

• It doesn’t record those pedestrians who do not possess mobile devices or who have their Wi-Fi and location services disabled.
• As it is not location specific, it is not always useful when assessing target sites.
• It can record occupants in slow moving traffic rather than pedestrians.

PMRS manual surveys serve a complementary function to GPS technology and offer several distinct benefits and advantages in particular contexts:

Site specific footfall data

While GPS data provides a general overview of foot traffic in various areas, more specific information may be necessary. Our clients often seek a detailed 'boots on the ground' footfall analysis at locations. We can delve deeper than GPS data, concentrating on a single or limited number of survey sample points. This enables our reports to accurately reflect a commissioning client’s target objectives.

Location issues

 GPS data monitors phone traffic within a general area. Its footfall assessment can be influenced by various location factors. For instance,

• Those using pedestrian crossings and bus stops near a site of interest may mislead GPS systems into believing that large groups are passing by. They may in fact be rerouting and diverting foot traffic away.
•  Vehicular roads with slow moving traffic can record occupants rather than pedestrians. This is a particular issue where target sites are near junctions or traffic lights.
• Nearby streets and passageways that lead to attractions or transport hubs can give the impression of increased footfall. However, pedestrians may not actually pass a unit of interest.

Through diligent site assessments, our project managers ensure appropriate methodologies are implemented to account for these location-specific variables.

Verifying and validating GPS data

 An example case involved a client who was confused by the footfall projections derived from GPS geolocation data. While we acknowledge the numerous advantages of GPS systems, it is important to recognise their vulnerabilities.

Our on-site research revealed that GPS transmissions from occupants of slow-moving cars and buses adjacent to their unit were enhancing the footfall data. PMRS enumerators accurately tracked footfall at the site and provided alternate figures.

This is exemplified by the German artist, Simon Weckert, who cleverly deceived Google Maps into thinking that Berlin traffic was at a standstill by pushing a handcart filled with mobile phones along the street.