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Demographics

Definition​

Demographics are built on top of our Trade Areas and, thus, are combining the output from our trade areas ML model with Census Demographics.

People Fraction​

The people fraction shows the percentage breakdown of visitors to a given location based on the census demographics of their home origin. For instance, this metric estimates the percentage of the location visitors being between 20 and 25 years old.

In one sentence

Demographics (age, income, education and race) can help identify what type of people visited a given location.

Figure 1: Example of Demographics trends

What questions does it answer?​

  • What are the age, income, education, and racial demographics of visitors to a location?
  • How do the demographics of visitors to a location compare to those of nearby locations or competitors?
  • Which demographic groups are most prominent among visitors, and how can this inform targeted marketing or operational strategies?
  • Does a location attract a diverse mix of visitors or a specific demographic niche?

Methodology​

To determine the demographics of a location's visitors, we use a home-derived methodology on top of our Trade Areas model. Simply put, we look up the fraction of visitors per home area. Based on the Census demographics per area, we can estimate the demographics of people visiting that location.