UPDATE,??? ?? ???? Oct. 14, 11:30 a.m.:In October, Foursquare revisited its August report and found that foot traffic to Trump-branded properties continues to be down year over year.
From September 2014 to 2016, visit share to Trump properties in the United States was down 19 percent.
Original image has been replaced. Credit: Mashable Donald Trump's name may be all over the news, but the free media attention isn't necessarily helping his business empire.
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At least that's what Foursquare found in August in a data analysis of foot traffic around Trump-branded properties including hotels, casinos and golf courses in the United States.
Foursquare, you might remember, began as a check-in app that quickly rose to App Store stardom back in 2009. Since, it has transformed into a company that maintains two apps while using its past intelligence and current base of 50 million users each month to predict trends.
The latest study found that from July 2015 (a month after Trump announced his presidency) to July 2016, foot traffic to Trump-branded properties fell 14 percent.
Looking back in the years prior, traffic to Trump's properties was fairly stable year to year and typically experienced an uptick during the summer, according to Foursquare's data.
In August 2015, however, the share of foot traffic was down 17 percent from 2014.
Original image has been replaced. Credit: Mashable The hardest hit properties were Trump SoHo in New York City, Trump International Hotel & Tower in Chicago and Trump Taj Mahal in Atlantic City (the last of which will close in September this year after losing millions of dollar each month, according to Wednesday's announcement).
Each of the three properties were down 17 to 24 percent in foot traffic year over year.
Interestingly, the loss of foot traffic for Trump's properties faced the greatest decline in "blue states" versus "red states" and saw a particular dip among women.
Visits from women to properties in blue states — New York, New Jersey, Illinois, and Hawaii — fell by double digits each month year over year. In July 2016, for example, visits from women were down 29 percent.
Original image has been replaced. Credit: Mashable The decline aligns with women's unfavorable view of Trump, as polled by Gallup and noted by Foursquare.
Foursquare's data on Trump comes after several other analyses of retail impact.
For example, Foursquare used its foot traffic data to accurately predict Apple's iPhone 6S sales and Chipotle's first-quarter sales drop.
Foursquare relies on past and current data from check-ins on Foursquare's apps as well as passive visits by those users who enable background location tracking.
"Our data is incredibly powerful," Sarah Spagnolo, Foursquare's editor-at-large, told Mashable. "We look at market share to account for seasonability, and we normalize our data. It’s entirely accurate and quite powerful."
But not everyone is so bullish:
“The findings cited are minute and inconsequential, and they do not provide a complete or accurate representation of performance,” a Trump Hotels spokeswoman told the New York Post.
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