Sociodemographic data

Sociodemographic data is qualitative data on the inhabitants of the geographic zone. 

We buy statistical socio-demo data from a single provider, Michael Bauer Research, one of the largest international socio-data providers. Michael Bauer, located in Germany, specialises in internationally comparable regional market data. It provides sociodemographic data based on official sources within each country, mainly national or regional statistical offices (for France, it comes from Insee and Eurostat).

They are based on the following territorial units:

• Belgium: conglomerate of statistical districts from 2011.
• Germany: the territorial division of the 5-digit postcode.
• Spain: the 2019 census sections as defined on the INSEE website
• France: the 2012 IRIS subdivision as defined on the INSEE website.
• UK: 2019 Lower Layer Super Output Areas (LSOAs) as defined on the ONS website.
• Italy: each neighbourhood is a conglomeration of census areas (sezioni di censimento) from 2011.
• The Netherlands: the 2019 'Buurten' of the Dutch National Statistical Institute (CBS).
• Denmark: the 4-digit postcode territorial division of 2023
• Finland: the 5-digit postcode territorial division of 2023
• Norway: the 4-digit postcode territorial division of 2023
• Sweden: the 5-digit postcode territorial division of 2023

What sociodemo data statistics does Mytraffic acquire to qualify the areas?

● Nighttime Population (Resident population): refers to the population that resides in the area, as opposed to the population only present during business hours

● Purchasing Power: net disposable income of households. It therefore corresponds to the volume of goods and services that an income makes it possible to purchase.

● Basic Sociodemographics: Households, Gender (except in NL), 15-year age bands, Unemployed

● Households by Income Quintiles: distribution of the income levels of households. On the national level, the number of households is distributed into 5 classes according to their disposable household income with an equal number of households in each class.

● Consumer Spending by Product Groups: Total and per capita level of spending in 20 categories of goods and services.

The socio-demographic profile aggregates the neighbourhood statistics provided by the states. We calculate the profile in 3 distinct ways.

How are our socio-demographic data calculated at the origin?

It is an average of the socio-demographic statistics of the source districts weighted by the origin percentages. The cumulative data (total population of the addressable market, total purchasing power) corresponds to the sum of the unweighted raw data for the primary catchment area + the sum of the data divided by two for the secondary area.

How are our socio-demographic data calculated at the isochrone?

It is a weighted aggregate of the statistics of the neighbourhoods located in the isochrone. The area of the neighbourhood does the weighting included in the isochrone. The calculation is based solely on the raw socio-demographic data and an area calculation. For example, we do not make the distinction between an inhabited and an uninhabited area within a neighbourhood.

How are our socio-demographic data for commercial areas calculated?

We adapt the isochrone to commercial areas, which is a weighted aggregate of the statistics of the neighbourhoods located in the area. As with the isochrone, we base it on the area of the district included in the polygon.