Destination demographic profiles - 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

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).

Figure 1. Illustrative example of Dynamic Demographics unpivoted versus pivoted abstracted data 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.