Demographic characteristics, such as Age by Gender, are introduced into Dynamic Demographics as destination demographic profiles by day part (morning, afternoon, evening, night) and week part (weekday or weekend).
Age by gender
Age by Gender provides destination profiles broken down by age and gender, for the following age ranges for Australia Dynamic Demographics and United Kingdom Dynamic Demographics:
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 54
- 55 to 64
- 65 to 74
- 75 plus
Germany Dynamic Demographics contains the following age ranges:
- 18 to 24
- 25 to 34
- 35 to 44
- 45 to 54
- 55 to 64
- 65 plus
Destination characteristics, such as age by gender, are introduced into Dynamic Demographics as destination demographic profiles by day part (morning, afternoon, evening, night) and weekpart (weekday, weekend). Like the Origin-Destination tables, destination demographic profiles are available as pivoted tables (more columns with fewer records) and unpivoted tables (fewer columns with more records).
Household income (Australia Dynamic Demographics)
Household Income provides destination profiles broken down by weekly household income, for the following income groups (amounts listed in Australian dollars):
- $1 to $499
- $500 to $999
- $1000 to $1499
- $1500 to $1999
- $2000 to $2499
- $2500 to $2999
- $3000 to $3499
- $3500 to $3999
- $4000 or more
Consumer spend potential (Australia Dynamic Demographics)
The amount of potential spending available per person in any conceivable trade area in Australia is important information for a wide variety of businesses. Consumer Spend Potential provides destination spend estimates (in Australian dollars) for key elements of household expenditure. The scope of categories provided in this dataset is informed primarily by data available from the Australian Bureau of Statistics' Household Expenditure Survey, a project that collects data every six years from nearly 10,000 households to investigate detailed spending habits. Consumer Spend Potential covers the following spending categories:
- Food and non-alcoholic beverages
- Alcoholic beverages
- Tobacco products
- Clothing and footwear
- Household furnishings and goods
- Housing costs
- Capital housing
- Domestic fuel and power
- Household services/operations
- Medical and health care
- Transportation
- Miscellaneous goods and services
- Personal care
- Recreation
Occupation (Australia Dynamic Demographics)
Occupation provides destination profiles broken down by the following major employment categories:
- Managers
- Professionals
- Technical and trades workers
- Community and personal service workers
- Clerical and administrative workers
- Sales workers
- Machinery operators and drivers
- Labourers
Purchasing power (Germany Dynamic Demographics and United Kingdom Dynamic Demographics)
Purchasing Power provides destination profiles broken down by monthly purchasing power for inhabitants and households, with an inhabitant and household index based on the national average (index = 100). An index of 110 or 90 means that the purchasing power is 10% above or below the national average, respectively. Amounts are listed in Euros.
Monthly purchasing power per inhabitant breakdown
- €1 to €999
- €1000 to €1299
- €1300 to €1599
- €1600 to €1899
- €1900 to €2199
- €2200 to €2499
- €2500 or more
Monthly purchasing power per inhabitant index breakdown
- 1 to 49
- 50 to 79
- 80 to 99
- 100 to 119
- 120 to 149
- 150 to 199
- 200 or more
Monthly purchasing power per household breakdown - Germany Dynamic Demographics
- €1 to €999
- €1000 to €1999
- €2000 to €2599
- €2600 to €3399
- €3400 to €4199
- €4200 to €4999
- €5000 or more
Monthly purchasing power per household breakdown - United Kingdom Dynamic Demographics
- €1 to €999
- €1000 to €1999
- €2000 to €2499
- €3000 to €3499
- €3500 to €3999
- €4000 to €4499
- €4500 to €4999
- €5000 to €5499
- €5500 to €6499
- €6500 or more
Monthly purchasing power per household index breakdown
- 1 to 49
- 50 to 79
- 80 to 99
- 100 to 119
- 120 to 149
- 150 to 199
- 200 or more
Consumer styles (Germany Dynamic Demographics and United Kingdom Dynamic Demographics)
Consumer Styles data from GfK GeoMarketing segments consumers into distinct groups, using a model that takes the following value orientations into account:
| Style | Associate Values |
|---|---|
| Individual & Home | Status, physical appearance, wealth, material security, pleasure |
| Freedom & Security | Protection of family, sustained personal relationships, honesty, authenticity, hard work |
| Society & World | International focus, sustainability, social tolerance, curiosity, social responsibility, creativity |
| A Fulfilled World | Adventure, power, excitement, decisiveness, ambition, social recognition |
Results are segmented as shown below:
Consumer Styles are then derived from the model:
Visitors to the destination area are assigned to one of the following Consumer Styles based on their characteristics:
| Style | Associated Characteristics |
|---|---|
| Alphas | Tradition-conscious, ambitious, enthusiastic about technology |
| Caretakers | Helpful, open-minded, environmentally conscious |
| Easygoing | Ambitious, relaxed, hedonistic |
| Idealists | Responsible, cosmopolitan, experience-oriented |
| Rooted | Value family cohesion, friendship, and upholding cherished traditions (United Kingdom Dynamic Demographics only) |
| Rooted (Traditional) | Value cohesion, friendship, and upholding cherished traditions (Germany Dynamic Demographics only) |
| Rooted (Conscious) | Ventures beyond household more often that Rooted (Traditional) (Germany Dynamic Demographics only) |
| Safety Seekers | Tradition-conscious, family-oriented, safety-oriented |
| Self Indulgers | Hedonistic, tasteful, pleasure-oriented |
| Trend Surfers | Active, creative, always looking for something new |
Seasonality (Australia Dynamic Demographics)
Seasonality provides information on each month's activity for SA1 areas for Australia (only). This allows comparison of how busy an area is over the course of twelve months, and also this enables comparisons between different areas at different times of year.