Metrics definitions - Main

Dynamic Demographics Product Guide

Product type
Data
Portfolio
Enrich
Product family
Enrich Demographics > Segmentations and Geodemographics
Product
Dynamic Demographics
Version
Main
Language
English
Product name
Dynamic Demographics
Title
Dynamic Demographics Product Guide
Copyright
2024
First publish date
2022

Each set of tables includes metrics to measure the different aspects of population mobility. Age by Gender (all countries), Household Income (Australia), Occupation (Australia), Consumer Spend Potential (Australia), Purchasing Power (Germany and United Kingdom), and Consumer Styles (Germany and United Kingdom) are further broken down by the following metrics:

Visitor

Visitor metrics relate to devices that are detected in a destination that is not classified as their home or work location. A device's' home and work locations are assigned based on the common behaviors of that device during traditional working and non-working hours.

Worker

Worker metrics relate to devices that are detected in a destination that has been classified as their work location. A device's work location is assigned based on the common behaviors of that device during working hours.

Total_W_V

The total of both visitor and worker metrics. Note: Due to the nature of the calculations run on the data, this value may not reflect the total sum of visitor and worker values.

Penetration

Penetration gives an indication of the importance of a location to a specific demographic during a particular day/time. It provides the percentage of population, per demographic category at a given week part and day part (e.g., 15% of the population of destination location XXX during a weekend morning is composed of males aged 18 to 24). The following table displays the demographic categories and destination types for Australia, Germany, and the United Kingdom:

Dynamic Demographics Product Demographic Categories Destination Locations
Australia Dynamic Demographics Age and Gender

Household Income

Occupation

Consumer Spend Potential

SA1

H3 Level 9

H3 Level 11 (Option 4 only)

Germany Dynamic Demographics Age and Gender

Purchasing Power

Consumer Styles

European Reference Grid

H3 Level 9

United Kingdom Dynamic Demographics Age and Gender

Purchasing Power

Consumer Styles

Output Area

H3 Level 9

Dwell Time

Dwell time is based on mobile activity data collected at a location and provides the median dwell time, per demographic category, for a destination location at a given week part and day part (e.g., the median dwell time for males aged 18 to 24 at destination location XXX during a weekend morning is 10 minutes). The following table displays the demographic categories and destination types for Australia, Germany, and the United Kingdom:

Dynamic Demographics Product Demographic Categories Destination Locations
Australia Dynamic Demographics Age and Gender

Household Income

Occupation

Consumer Spend Potential

SA1

H3 Level 9

H3 Level 11 (Option 4 only)

Germany Dynamic Demographics Age and Gender

Purchasing Power

Consumer Styles

European Reference Grid

H3 Level 9

United Kingdom Dynamic Demographics Age and Gender

Purchasing Power

Consumer Styles

Output Area

H3 Level 9

Dwell times are useful for comparing the time that different demographic categories spend at a location, and determining which origin provides visitors that tend to spend the most time at a destination. It is important to understand that dwell time is generated by mobile activity data. Therefore, it cannot provide an indication of the absolute time that a visitor spends in a location. This is because it is unlikely that all visitors will use their mobile devices from the start to the end of their visit.

Score

This metric gives an indication of the importance of a destination to a particular demographic at a particular day/time. The score combines the population percentage and dwell time to provide an indicator of the overall performance, per demographic category, of a location at a given week part and day part.

The following table displays destination types for Australia, Germany, and the United Kingdom:

Dynamic Demographics Product Destination Locations
Australia Dynamic Demographics SA1

H3 Level 9

H3 Level 11 (Option 4 only)

Germany Dynamic Demographics European Grid Reference

H3 Level 9

United Kingdom Dynamic Demographics Output Area

H3 Level 9

For Australia Dynamic Demographics only, the score in the Seasonality table reflects the importance of the destination based on a particular month, based on a combination of penetration and dwell time metrics.

The score is provided as a single value that is a combination of individual z-scores for population and dwell time metrics (z-scores specify the distance a population percentage or dwell time is from the mean for those individual metrics). A high score value indicates that either population percentage, dwell time, or both values are significantly above the mean and thus the location may be more important.

Note: A score can be positive value or a negative value, as the value indicates a deviation from the mean. Thus, high negative scores are also significant because they indicate areas that are quieter or less important than the mean.

Percentage Population

The percentage population value represents the percentage of the flows to an individual destination from an origin at a particular day part (morning, afternoon, evening, or night) and week part (weekday or weekend). Thus, a value of 5% indicates that 5% of all flows to a destination from a home or work origin. Where a percentage population total is provided, this represents the total population (all week parts and day part) that flow to an individual destination.

Rank

Origin-Destination tables (and additionally, the Seasonality table in Australia Dynamic Demographics) include a rank. In Origin-Destination tables, rank provides a measure of the importance of the origin to the destination location. Origins are ranked based on those with the highest number of flows to a destination for a particular day part/week part. This is provided as a value from 1 to N, at a given week part and day part. A total rank, representing the overall performance of the origin to the destination location for all week parts and day parts, is also provided.

Destinations that account for 90% of the flows from the origin are provided in the table. The remaining 10% are aggregated together and listed with a residual bucket ID of 9999999.

For Australia Dynamic Demographics only, in the Seasonality table, the RANK_M field provides an indication of how each month ranks against all other months of the dataset in terms of activity. Values in this field range from 1 to 12, where 1 represents the most active month of the dataset.

Activity

Activity indicates how popular a destination is with visitors or workers of a given demographic type, compared to other destinations in the country. To create the Activity metric (sometimes referred to a traffic index), a country-specific baseline (median activity levels for the entire country) is established. (The term traffic index does not refer to vehicle or foot traffic. The index itself has no discrete meaning and does not provide a visitor count. It does, however, share properties such as comparability over time and space, and relative magnitudes, with real visitor counts.) Each release is compared against the baseline to allow for effective comparisons between releases.

Activity is shown as a floating value – the higher the value, the more popular the destination. For example, a destination with a value of 200 for male visitors between the ages of 18 and 24, on weekday mornings, is twice as active (has two times the amount of traffic) as a location with an activity value of 100 for the same week part and day part. Separate activity values are provided for visitors to the destination and for workers, but it is not possible to compare the values of visitors and workers. This is due to the use of different baselines for visitors and workers. Thus, a value of 200 for workers does not compare with a value of 200 for visitors. A total rank value, representing the combined total of visitors and workers, is also included.

Lookup tables showing which metrics are found in which table are provided here.