Dwell Time

Dwell time is a location analytics metric that quantifies how long an individual remains within a defined geographic area—typically a store, shopping center, restaurant, or other commercial venue. Measured in minutes, it serves as a proxy for customer engagement and interest, with longer dwell times generally indicating higher levels of browsing, interaction, and purchase intent.

Dwell time is primarily derived from mobile device signals, including GPSGPSThe Global Positioning System (GPS) is a satellite-based navigation system operated by the U.S. Space Force that prov... pings, Wi-Fi probe requests, Bluetooth beacons, and SDK-based app data. Location data providers collect anonymized device signals and apply geofences or venue polygons to determine when a device enters, remains within, and exits a defined area. The difference between entry and exit timestamps yields the dwell time. Advanced processing filters out passersby (devices that traverse the area without stopping), employee devices, and other noise to isolate genuine visitor dwell times.

Average dwell time varies significantly by venue type. A convenience store might see 3–5 minute averages, while a shopping mall could see 60–90 minutes. Analysts often segment dwell time into short (browsing), medium (shopping), and long (dining or entertainment) categories. Changes in dwell time over time—by day of week, season, or before and after a store renovation—reveal trends in customer engagement and space utilization.

Retailers use dwell time to evaluate store layout effectiveness, promotional impact, and customer experience quality. A retailer that adds an in-store café might track whether dwell time increases and correlates with higher spend per visit. Shopping center operators compare dwell times across tenants to assess anchor store performance. Real estate analysts incorporate dwell time into site scoring models—locations where visitors spend more time may indicate stronger engagement potential. Urban planners use dwell time data to evaluate the success of public spaces, parks, and pedestrian zones.

Dwell time measurement depends on the density and accuracy of mobile signals, which can vary by device type, operating system privacy settings, and indoor signal quality. Distinguishing between visitors on different floors of a multi-story building or in adjacent stores requires high-precision geofencingGeofencingGeofencing creates virtual boundaries around real-world geographic areas, triggering automated actions when mobile de.... Privacy regulations increasingly restrict the collection and use of device-level location data, pushing the industry toward aggregated and anonymized metrics. Dwell time is a powerful indicator of physical space performance. By revealing how long customers engage with a location, it enables retailers, property managers, and planners to optimize environments that attract and retain visitors.