Location Intelligence

Top 5 Cities for ‘Bookish’ Behavior

Jimmy Chase

|

May 2, 2022

The smell of parchment, cozy nooks, and books — lots of books. These are the qualities that begin to describe the ‘Bookish’ segment.

What is the ‘Bookish’ segment?

The ‘Bookish’ segment is one of 70+ segments from our Proximity dataset that describes what places are like based on the behaviors happening there via social media activity. Below is an overview of this segment.

Description: Always seeking the next book, article, or poem to read, this activity is prevalent in areas where reading is a way of life. Although a solo activity, the expression of the love of books is a bonding, communal experience.

Topics: Literature, Authors, 📖📚📕, Poetry, Children's Books, Newspapers, Journaling, Reading Nooks, Book Clubs, Comics, #Booknerd, E-Readers, Famous Books, #Bookworm, Novels

Summary of the 'Bookish' segment and its relationship to sales categories and brands.

So, where do the Hermione Grangers of the world tend to spend most of their time reading? Below are the top five cities for ‘Bookish’ behavior.

Note on the percentage score: The percentages next to the city name indicate a percentage increase compared to the US national average (i.e. a city with ‘+25%’ means that the behavior is 25% more prevalent in that city compared to the national average.)

1. Charlottesville, VA (+27%)

Home to the University of Virginia and Thomas Jefferson’s Monticello, Charlottesville has a rich history of books.

2. Philadelphia, PA (+12%)

Philadelphia is where the Declaration of Independence and the Constitution were signed.

3. Cincinnati, OH (+11%)

The Cincinnati Museum Center and the University of Cincinnati’s student population are, perhaps, drivers of ‘Bookish’ behavior.

4. Pittsburgh, PA (+10%)

Bookish behavior perhaps correlates with the rich history found in Pittsburgh's Carnegie Museum of Natural History and the Carnegie Museum of Art.

5. Columbus, OH (+9%)

Columbus is Ohio’s state capital and home to The Ohio State University (and its very large student population).

About the Data

The ‘Bookish’ segment is one of 70+ segments from our Proximity dataset that describes what places are like based on the behaviors happening there via social media activity. Hundreds of retailers, restaurants, and property owners use Proximity data to select better sites, optimize marketing campaigns, and recruit ideal tenants to their shopping centers. 

Request a demo to see if our data can provide the insight you need for your use case.

How PersonaLive Segmentation System Works

Personalive segmentation uses social media, mobile foot traffic, online activity, and individual-level demographics to organize every US household into one of 80 behavioral segments. These segments provide visibility to the online and offline preferences of the customers visiting any US property.

01 Append

Draw a polygon around a property to identify the behavioral segment of every visitor.

02 Analyze

Rank the top customer types visiting a location. Then match retailers based on online and offline activities of visitors.

03 Activate

Demonstrate visitor brand affinity to close deals. Activate marketing campaigns to drive target segments to your location.

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