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27-10-2015, 10:21 AM
(This post was last modified: 27-10-2015, 09:30 PM by CityFarmer.)
The first successful deployment of Starhub Big Data initiative. Starhub is, the only telco, actively exploring the Big Data tech, as far as I know. Has the tech matured enough for the company to extract a significant "value", amid the sensitivity of privacy? Have the study accurate enough, with only a quarter of overall local mobile population? Hmm...
(not vested)
Big Data shows longer dwelling time in Jurong East malls
27 Oct 2015 09:00
By Lynette Khoo
A NEW study that tapped the use of Big Data has found that shoppers spend more time in the malls in Jurong East than in retail centres in the more mature Tampines cluster.
But that does not seem to have had an impact on rental performance, with the Jurong East malls seeing fluctuating rents that perhaps reflect their lower visitorship per floor area.
The sustainability of Jurong East Regional Centre has become a matter of increased interest as a number of large-scale malls have come onstream in recent years. This study - undertaken by Knight Frank Research and StarHub's analytics arm SmartHub in partnership with Teralytics - went beyond the usual footfall measurement, by using Big Data to capture the number of unique visitors, and their dwelling time in a mall or cluster, place of residence, and other notable patterns.
Using December 2014 as a proxy for festive season and May 2015 for non-festive season, the study looked at three malls in Tampines - Tampines Mall, Tampines 1 and Century Square, with a total net lettable area (NLA) of 0.8 million sq ft - and four malls in Jurong East, namely JEM, Westgate, IMM and JCube with a total NLA of 1.6 million sq ft.
On a per NLA basis, the Jurong East cluster saw 30 per cent fewer visitors than Tampines during the non-festive period of May 2015 and 32.4 per cent fewer visitors than Tampines during the festive period of December 2014.
But in absolute terms, Jurong East saw more visitors than Tampines with 3.3 million in December 2014 (26.9 per cent higher than Tampines) and 3.1 million in May 2015 (34.8 per cent higher than Tampines). This is in spite of Jurong East's smaller catchment size (within 2km radius) of 192,000 residents and working population compared to Tampines's 303,000.
...
Source: Business Times
(not vested)
Big Data shows longer dwelling time in Jurong East malls
27 Oct 2015 09:00
By Lynette Khoo
A NEW study that tapped the use of Big Data has found that shoppers spend more time in the malls in Jurong East than in retail centres in the more mature Tampines cluster.
But that does not seem to have had an impact on rental performance, with the Jurong East malls seeing fluctuating rents that perhaps reflect their lower visitorship per floor area.
The sustainability of Jurong East Regional Centre has become a matter of increased interest as a number of large-scale malls have come onstream in recent years. This study - undertaken by Knight Frank Research and StarHub's analytics arm SmartHub in partnership with Teralytics - went beyond the usual footfall measurement, by using Big Data to capture the number of unique visitors, and their dwelling time in a mall or cluster, place of residence, and other notable patterns.
Using December 2014 as a proxy for festive season and May 2015 for non-festive season, the study looked at three malls in Tampines - Tampines Mall, Tampines 1 and Century Square, with a total net lettable area (NLA) of 0.8 million sq ft - and four malls in Jurong East, namely JEM, Westgate, IMM and JCube with a total NLA of 1.6 million sq ft.
On a per NLA basis, the Jurong East cluster saw 30 per cent fewer visitors than Tampines during the non-festive period of May 2015 and 32.4 per cent fewer visitors than Tampines during the festive period of December 2014.
But in absolute terms, Jurong East saw more visitors than Tampines with 3.3 million in December 2014 (26.9 per cent higher than Tampines) and 3.1 million in May 2015 (34.8 per cent higher than Tampines). This is in spite of Jurong East's smaller catchment size (within 2km radius) of 192,000 residents and working population compared to Tampines's 303,000.
...
Source: Business Times
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