New movers are valuable prospects for advertisers, as they are a group that provides many options for a product or marketer to reach an audience which is new to the area and in need of many products and services. New movers have a propensity to spend more in the first six months on their home than they do in years following their move, and research has shown that new movers tend to be the least loyal. In some cases, new movers may have no prior affiliation with merchants in their new neighborhoods, so targeting new movers that are in fact unfamiliar with the area provides advertisers with the perfect opportunity in which to increase brand awareness while also acquiring new customers.