NEW YORK, Jan. 17, 2019 /PRNewswire/ -- Yext,
Inc. (NYSE: Yext), the leader in digital knowledge management
(DKM), released new research on how consumer search behavior
changes during the Super Bowl. The data revealed that Google Search
Views skyrocket in key verticals like food and hospitality in the
lead-up to the big game — particularly in the host city.
This research focuses on trends in Minneapolis, home of the Super Bowl last year,
to give an idea of what businesses in Atlanta, home of Super Bowl LIII, can expect
when an influx of football fans come to town in February. It also
looks at shifts in consumer behavior across the U.S. during Super
Bowl weekend.
"Customers are searching for grocery stores, hotels, and
sportswear during Super Bowl week, particularly in the host city,"
said Marc Ferrentino, Chief Strategy
Officer at Yext. "This underscores the importance of providing
perfect business information everywhere to bring in consumers when
they're most interested in transacting. It's especially critical
for brands to be in control of data like special hours, locations,
events, and Super Bowl-related promotions across the web in the
weeks leading up to the big game in order to take advantage."
In the host city:
- Grocery Stores See Rising Search Views: As Minneapolis residents prepared to tailgate —
or host friends at home for the big game — Google Search Views for
markets and grocery stores in Minneapolis rose 14% week over week on the
Friday before the Super Bowl, compared to a 6% lift nationally over
the same period. Additionally, clicks-to-call for markets and
grocery stores in Minneapolis rose
28% week over week on the Friday before the Super Bowl.
- Host City Hotel Boom: Driving directions for hotel &
lodging businesses in Minneapolis
rose 62% week over week on Super Bowl Sunday, compared to an 11%
drop nationally over the same period.
- Getting Cash For The Big Game: Google Search Views for
banking services in Minneapolis
rose 8% week over week on the Friday before the Super Bowl,
compared to a 20% drop the following Friday. Similarly, driving
directions for banking services in Minneapolis rose 7% week over week on the
Friday before the game.
- Visitors Hit Sporting Goods Stores: Google Search Views
for sporting goods stores in Minneapolis rose 41% week over week on the
Friday before the Super Bowl, likely indicating Super Bowl
attendees are picking up sportswear for game day. Similarly,
sporting goods store website clicks in Minneapolis rose 250% week over week on the
Friday before the Super Bowl.
- Eating In On Super Bowl Sunday: With people attending
Super Bowl parties or the big game, Super Bowl Sunday itself is not
a big day for eating at restaurants. Google Search Views for
restaurants in Minneapolis dropped
25% week over week on Super Bowl Sunday, compared to a 29% lift the
following Sunday. Similarly, website clicks for restaurants in
Minneapolis dropped 54% week over
week on Super Bowl Sunday, compared to a 39% lift the following
Sunday, and driving directions for restaurants in Minneapolis dropped 9% week over week on Super
Bowl Sunday.
The Super Bowl doesn't only impact the host city, however. A
huge national event, the game has ripple effects all over the
country as Americans tune in or go to Super Bowl parties.
Around the country:
- Fans Nationwide Grocery Shop the Week Before the Super
Bowl: Search Views for markets and grocery stores around the
country are 6% higher in the week leading up to the Super Bowl
week-over-week, as fans prepare to host Super Bowl
parties.
- Fans Will Stock up on Drinks
for Super Bowl Sunday: Google Search Views for bars, pubs, and
liquor stores in Minneapolis
dropped 10% week over week on Super Bowl Sunday — but there was a
34% lift nationally over the same period. Looks like football fans
outside of Atlanta will be
watching at the bar — or at least stocking up to host a party at
home.
- ...But Not On Sportswear: While Google Search Views for
sporting goods stores in Minneapolis rose 41% week over week on the
Friday before the Super Bowl, they dropped 10% nationally over the
same period. Since only two teams make the Super Bowl, fans of the
other 30 might not see a reason to stock up on sportswear in
February. But hey, there's always next year, right?
About Yext
Yext, Inc. (NYSE: YEXT) is the leading Digital
Knowledge Management (DKM) platform. Our mission is to give
companies control over their brand experiences across the digital
universe of maps, apps, search engines, voice assistants, and other
intelligent services that drive consumer discovery, decision, and
action. Today, thousands of businesses including brands like Taco
Bell, Rite Aid, and Steward Health Care use the Yext Knowledge
Engine™ to manage their digital knowledge in order to boost brand
engagement, drive foot traffic, and increase sales.
Yext has been named a Best Place to Work by Fortune and Great
Place to Work® as well as a Best Workplace for Women.
Yext is headquartered in New York
City with offices in Berlin, Chicago, Dallas, Geneva, London, Paris, San
Francisco, Shanghai,
Tokyo and the Washington, D.C. Area. For more information,
visit yext.com.
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SOURCE Yext, Inc.