GapMaps Mobility Data uses location data on mobile phones sourced by Azira which is collected from smartphone apps when the users have given their permission to track their location. It can shed light on consumer visitation patterns (“where from” and “where to”), frequency of visits, profiles of consumers and much more.

Businesses can utilise Mobility data to answer key questions including:
- What is the demographic profile of customers visiting my locations?
- What is my primary catchment? And where within that catchment do most of my customers travel from to reach my locations? 
- What points of interest drive customers to my locations (ie. work, shopping, recreation, hotel or education facilities that are in the area) ?
- How far do customers travel to visit my locations?
- Where are the potential gaps in my store network for new developments?      
- What is the sales  impact on an existing store if a new store is opened nearby? 
- Is my marketing strategy targeted to the right audience? 
- Where are my competitor's customers coming from?

Mobility Data provides a range of benefits that make it a valuable addition to location intelligence services including:
- Real-time 
- Low-cost at high scale
- Accurate
- Flexible
- Non-proprietary
- Empirical

Azira have created robust screening methods to evaluate the quality of Mobility data collected from multiple sources to ensure that their data lake contains only the highest-quality mobile location data.

This includes partnering with trusted location SDK providers that get proper end user consent to track their location when they download an application, can detect device movement/visits and use GPS to determine location co-ordinates.

Data received from partners is put through Azira's data quality algorithm discarding data points that receive a low quality score.