INRIX, the world leader of roadway traffic data have teamed up with IdealSpot to bring the most up-to-date traffic information to your site selection process.
Through this partnership, IdealSpot users are able to see traffic counts by the Average Annual Daily Traffic (AADT), Day of Week, Time of Day, and Side of Street traffic.
Using GPS signals, cell towers, traffic cameras, and mobile devices, users can now get traffic data that is superior to inaccuracies gathered from road strips or manually counted cars. Furthermore, we are bringing you the next generation of traffic data that includes insight into where your customers are coming from and where they are going to after leaving your location.
Why this matters
Let’s say you’re opening a coffee shop for morning commuters and are looking for a heavily trafficked street to locate on. You look around and finally find a strong prospect with 15,000 vehicles per day. It’s priced right and seems to be in good condition! Great location, right?
Well, maybe. Those 15,000 vehicles could be evenly spread throughout the day, cutting the morning traffic down to three or four thousand. A thorough consideration of traffic at other locations may show that while another location has a lower AADT, morning traffic counts are higher than four thousand elsewhere. Furthermore, since the average daily count is lower at our hypothetical comparable location, rent is likely to be lower as well because marketers can’t use it as a selling point. You might be missing out on a great deal that would have netted you more customers because you didn’t fully understand your location’s morning traffic. And of course, this example can apply to other times of day as well. That’s why we provide time-of-day vehicle traffic counts in addition to AADT.
Let’s continue with the coffee shop example. You found a location with high morning traffic counts. But we’re not done yet! You need to know side-of-street traffic before you can nail this one down. Morning commuters generally head in one direction: toward work. Generally, this is toward an urban area, away from residential areas. If you choose the wrong side of the street, you’re erecting a huge obstacle between yourself and your customers. For your customers to reach you, they must:
1. See your sign from across a busy road.
2. Navigate into the turn lane.
3. Wait until they can cross the street. This may involve going through a light (potentially several lights), oncoming traffic, pedestrians, or otherwise backing up the traffic behind them.
4. Cross the street, potentially requiring a U-turn that causes them to go backward – AWAY from their final destination.
5. Pull into your lot, buy their coffee, leave.
6. Turn out of your lot and make their way back to the other lane (with all the same barriers).
7. Finally, continue to make their way to work.
We’ll tell you right now: that’s a lot of effort for a $3 cup of coffee! Instead of causing that collective hassle, you should instead aim to be on the same side of the street as your customers from day one. We provide counts by side of the street so you can make the right decisions to reach your customers.
Finally, AADT only provides an average between weekdays and weekends. You’ve decided your target audience will be morning commuters. Do you think they’ll be driving by on weekend mornings, when they’d rather be sleeping in, eating brunch at a local diner, and spending time with their families? You’re going to spend a lot of time, energy, and money developing your brand as a stop for morning commuters. This is a competitive segment and if you’re on a road better suited for weekend warriors, then you’re not reaching the audience for whom you are spending valuable ad dollars. That’s why we provide day-of-week traffic counts alongside everything else.
See how easy it is to build a traffic report for your location.