Pokémon Go players looking for a little retail therapy or a restaurant recharge are most often visiting Hot Topic and Red Robin, according to a new report from Seattle-based Placed, the location-driven analytics company.
The immense popularity among young people of the new app from Nintendo and Niantic is no doubt driving the list of businesses that show up as the most popular. Among the restaurants, fast food is the order of the day, with Jimmy Johns, Taco Bell and In-N-Out Burger making the top 10. The retailers attracting an audience include youthful mainstays such as Forever 21 and American Eagle Outfitters.
“Pokémon Go and Placed are both connecting the digital and physical worlds through directly measured location data,” said David Shim, founder and CEO of Placed. “While Pokémon uses this data to enrich game play, Placed uses this data to deliver best in class analytics and attribution to our clients.”
Placed utilizes a double opt-in audience that represents 1 in 100 adults in the U.S. and is able to directly measure device data including location and apps installed. It says that stores can use in-store promotion, merchandising, and tie-ins to “place strategic bets on popularity of Pokemon Go.”
But not all retailers need to have a Pokémon strategy, as the data shows that the kids aren’t exactly wandering into Home Depot or Marshall’s looking for Charmander.
Placed also analyzed which other apps on gamers’ smartphones might be impacted by all that Pokémon Go playing time. Pulling from the highest-grossing apps in the App Store, Placed found Clash of Clans and Clash Royale from SuperCell at the highest risk of losing share of screen time and in-app revenue.
“With a finite amount of storage on the smartphone, and time in a consumer’s day, Pokémon Go’s rise comes at the expense of other gaming applications,” Shim said.