Sense Networks Rings in the New Year by Revealing which Cities Stayed up the Latest on New Year's Eve Based on Mobile Data


Sense Networks, the leader in delivering mobile ads based on mobile location and behavioral targeting data, today revealed the top 10 cities that stayed up the latest on New Year's Eve, and the 10 cities that went to bed the earliest, based on analysis of mobile location data of residents in the top 100 most populated U.S. cities. Not surprisingly, the city known for its warm climate and wild parties – Miami, FL – stayed up the latest. In an opposite climate, Anchorage – Alaska's most populated city with close to 300,000 residents – called it an early night on New Year's Eve, its residents were the earliest to retire.

Surprisingly “the city that never sleeps,” New York City was not among the top three late night cities, but landed the number five spot. Notably, Los Angeles and its celebrity population are missing from the list; residents did not stay up late enough to make the top 10. The cast of Jersey Shore didn't let America down, with New Jersey partying its way into the number two and number four slots on the late list –Jersey City and Newark, respectively. Texans enjoyed a late night as well, holding three of the top 10 slots, including Garland, TX in the number three spot. Conversely, cities in California held four spots on the earliest-to-bed list, including three cities in the top five; one might think that Californians made 2013 resolutions to sleep more. Overall, most of the late night cities are located in the east, while the west coast went to bed earlier.

Sense Networks analyzed mobile location pings from 10:00 p.m. on Dec. 31, 2012 through 5:59 a.m. on Jan. 1, 2013, from the top 100 cities based on population – over 27 million location data points from mobile phones. The rankings are based on the percentage of active mobile users between 4:00 and 5:59 a.m. The top cities that partied the latest and went to bed the earliest include:

Rank       Latest Cities       Earliest Cities
1       Miami, FL       Anchorage, AK
2       Jersey City, NJ       Riverside, CA
3       Garland, TX       Chula Vista, CA
4       Newark, NJ       Anaheim, CA
5       New York City, NY       Reno, NV
6       Laredo, TX       Madison, WI
7       Atlanta, GA       Long Beach, CA
8       Chandler, AZ       Honolulu, HI
9       Chicago, IL       Winston-Salem, NC
10       Houston, TX       Corpus Christi, TX

“Sense Networks has the power to identify the locations of mobile users and help draw conclusions about a consumer's lifestyle. Our New Year's Eve data both confirmed and dispelled assumptions made about consumers in specific regions, these types of insights are invaluable to marketers,” said David Petersen, CEO of Sense Networks. “In 2013, mobile location and behavioral targeting will continue to help brands and retailers reach consumers with the highest purchase intent, by delivering the most relevant and timely mobile advertisements.”

Sense Networks' Retail Retargeting solution can reach an audience of 90 million users with 10 billion location-enabled impressions per month and has the ability to reach and retarget shoppers of the top 1,000 US retailers. Sense uses this data to build specific profiles of customers and prospects to target with mobile ads, based on predictive location and behavioral targeting that matches consumers to the most relevant offers.

The New Year's Eve Mobile Behavior Party Report infographic can be found here:

About Sense Networks

Sense Networks is the leader in applying mobile location and behavioral targeting data to connect brands with relevant mobile users, through mobile ads. Sense uses the most sophisticated location data processing platform available in mobile advertising, to deliver mobile audiences at scale and a four time lift in click-through rates (CTR), compared to typical context-targeting. The company builds user profiles allowing brands to reach mobile audiences based on historical and real-time location data, combined with 1,000 behavioral attributes. Sense's Retail Retargeting™ solution can identify and reach shoppers and prospects of the top retailers with relevant mobile ads when they are near the retailer, such as at home or work. The company has over six years of experience working with mobile location Big Data, processing billions of location points per day. The company was founded by computer scientists from MIT and Columbia and is backed by Intel Capital, Javelin Venture Partners and investors from the hedge fund community. For more information about Sense Networks visit us at Follow us on Twitter at @Sense_Networks.

PAN Communications
Kyla Ruane, 617-502-4300

Posted In: Press Releases