Sociodemographic profile

     1. Analysis Objective 

You will learn about the socio-demographic profile of your customers. It is available for an address, store, shopping centre, or shopping area. This analysis will enable you to better understand your visitors and the ones of your competitors, optimise your catchment area, and measure the impact of your action plan on it.

     2. Methodology and Computation

• Aggregation of the neighbourhood statistics provided by the states 
• Isochrone calculation is based solely on the raw socio-demographic data and area calculation

Mytraffic's geolocation data do not contain any socio-demographic criteria. We use the coupling of our source statistics with uniform socio-demographic statistics per neighbourhood in all the countries.

💡More information about our methodology: Sociodemographic data

     3. How to use it

Features: 

• Compare up to 3 competitors on top of your asset
• Monthly comparison
• 2 views: origin and isochrone
• Export in PDF or excel

To start an analysis: 

• Select your asset (you can analyse a unique location).
• For comparison mode (1): add a second asset by clicking on the box below the main one.
• Analysed area (2): by choosing between the origin (based on the visitor’s origin) and isochrone (the accessibility of the address). 
  • If Origin is selected: You can define a base and a comparative period.
  • If Isochrone is selected: you can choose a transport mode (walking or driving) and duration (up to 60min)

On the right side, the different analyses are displayed.

• Analysed area (3): shows on a map where your visitors come from
• Annual income (4): an overview of average annual purchasing power and the distribution of households by income brackets.
• Age and gender (5)
• Households (6)
• Addressable market (7)

     4. How to read it 

Example (based on origin): In February 2024, visitors to Agen Centre from the surrounding neighbourhoods had an average annual purchasing power of 20.6k, compared with 30.2k for visitors to Paris Wagram.

Example (based on the isochrone): People in the Agen Centre shopping area have an average annual purchasing power of 20.9K, compared with 46.1K for those in Paris Wagram.

Here are some use cases and advice on how to interpret this analysis effectively.

For retailers:

• Qualify your catchment area to better understand the profiles of your visitors according to the accessibility of the store.
• Differentiate your visitor profiles from those of your competitors.
• Identify the potential target audience for your campaigns, based on the length of time your store is accessible.

     5. Frequently Asked Questions

On what is the annual income based?

These are national income quintiles per household. The population is distributed into 5 equal parts according to their level of disposable income with an equal number of households in each category at a national level. The first quintile represents the 20% of households with the lowest income level (at a national level), the 5th quintile represents the 20% of households with the highest income level.

Each neighbourhood then has its own statistics showing the income distribution of the population compared to the national distribution.

E.g. if the 5th quintile is 60% representative of your catchment area it means that the population is significantly richer than the national average.

All the numbers are available at the neighbourhood level and then aggregated over the area you are analysing (isochrone or origin).

If an area straddles several countries, the quintiles presented are those of the country of the object being analysed.

What is the difference between purchasing power per capita and income per household?

Purchasing Power refers to the disposable income by person (i.e. income after deduction of taxes and obligatory social contributions, including received transfer payments) of a certain region’s population. Consequently, Purchasing Power consists of net incomes from employment and assets (after deduction of taxes and obligatory social contributions), pensions, unemployment
benefits, benefit payments and other national transfer payments.
Income brackets is the disposable income by households : all revenues of the household indexed on tax level of each region.