In the glorious sunshine, Rippll uses it’s data to analyse behaviour at the Grand National’s Aintree Race course, and popular venues across Liverpool.
The Grand National is the biggest day in the racing calendar and is enjoyed by many in the UK and across the globe, it is a day when many who don’t bet have a flutter and the bookies make their largest profits of the year, with the lure of a longer race and much more challenging jumps than usual, all adding to the excitement of the day.
*Read the full report here: http://www.rippll.com/reports/grandnational.html*
Traditionally enjoyed on a Saturday afternoon by millions on TV in the UK, despite the good weather severely affecting viewing figures this year, the race itself took a record audience share and is thought of throughout the land as a British Institution, integral to the culture, with an estimated 500 to 600 million watching around the world.
Taking place at Aintree Racecourse, the day itself represents a day out for thousands, as they take in the atmosphere, British weather and copious amounts of Pimms.
As well as analysing user behaviour at the racecourse itself, we will also measure where our users who were not at the racecourse went. We will analyse some of the most popular of Liverpool’s bars and restaurants who were all reportedly hosting Grand National Day parties. These include: Bierkeller Complex Liverpool, Red Door, Sugar Hut, The Queens, Trattoria,McCooley’s and, Blind Tiger.
What time did the punters arrive?
According to our analysis, we are not a bunch of early risers, as the most popular time to arrive at Aintree was between midday and one, enough time to let the Ladies (and Gents) perfect their for the big day.
Just under 4% of visits occurred when the track opened at ten, with a further 5.29% arriving before nine, to ensure they had the best seats in the house for the big race. All in all 38.39% of those analysed arrived before one in the afternoon, which we’ll consider decent with the first race starting at 13:45 last Saturday.
We also see quite a large spike of people arriving at five, indicating that their are some that turn up just for the big race, with 11.03% of visitors arriving at this time, with the race starting at 17:15.
If we compare these number with the users who had decided to watch the days proceedings at the pub and our other venues, we see similar spikes in arrival times.
However, we do see a rise in the number of users arriving at venues around the city at 7 in the evening, indicating that many attended the numerous after-parties happening across the town.
That being said, both charts display a similar time to begin festivities, equally showing peaks between two and three in the afternoon.
Where did our users go?
A large majority of our users had attended the race, compared to those who were watching at venues around the city. a staggering 84.02% of users went to the racecourse to watch leaving 15.98% at bars and pubs.
As the pie chart to the left shows, Aintree racecourse was the overwhelming favourite when it came to watching the race. Followed by McCooley’s Sports Bar in Liverpool City Centre.
How long did our users stay at the course?
According to our results, visitors to the racecourse stayed for an average of 153 minutes, whilst the longest dwell time at one of our venues was 179 minutes at the Tratorria.
It would seem that, with an average dwell time of 2 and a half hours, many punters went only to the racecourse to see the most important races, and then moved on to one of the many parties around the city.
Who doesn’t fair well in our analysis is Beirkeller, whom hosted a Grand National party, but failed to keep our users eye from wandering, as they had the lowest overall dwell time of an hour the equivalent of around 2 races when factoring in time between each race.
Where did our users come from?
Using our 1st party data we are able to measure where our users have started their journeys to the racecourse and venues. Visualised on the map below, we can see that there were a number of people that travelled from the capital to the racecourse.
We can also see clusters of users coming from just outside the capital, as well as Banbury, Straford-Upon-Avon and High Wycombe.
Naturally, we see the highest proportion visitors to both the racecourse and venues coming from Liverpool and the surrounding area.
Northern powerhouses, such as Manchester and Leeds, were the homes of many attendees of the race, and generally the North-West was home to many visitor of the course.
The average distance travelled of 18.91km to the racecourse, displays the popularity of attending the race in the north. Although, those that watched the race in pubs across the city, were more likely to be locals, with the average going down by over 10km to 7.76km, as the chart below shows.
We still have more great insights, so to read the full report, simply follow this link:
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