Average traffic

     1. Analysis Objective

Average pedestrian traffic, footfall or vehicle traffic depending on your subscription, computed over the selected period. Through this analysis, you can access hourly, daily, weekly, monthly, and annual averages of the year you selected. 

     2. Methodology and Computation

To calculate these averages, we require a whole year of data, which means that the average of the current year will not be available until the current year is over. 

The averaging update is done yearly in January for pedestrian insight and for all countries.

• In France: over the periods 2017-18, and from 2020 to 2024
• For other countries: over the periods from 2020 to 2024

Following car manufacturers adaptations to the Data Act, average insights for Vehicle Traffic are not available yet. The algorithm evaluates for each tile the yearly average number of visitors at different time granularities.

Counting methods
Address	Total number of visits per person per day within a radius of 16 metres of the GPS point: a person is counted as many times as he or she passes in front of the address.
Store and shopping centre	Total number of unique visitors per day. A person is counted : - if he/she stays more than 10 minutes in the area. - only once per day (pedestrians only) even if they enter and leave several times. For shopping centres and stores, we exclude employees.
Shopping area	Total number of unique visitors per day. A person is counted : - if he/she stays more than 10 minutes in the area. - only once per day (pedestrian and vehicle) even if they enter and leave several times.

💡More information about our methodology: 

• Quantification algorithms
• Vehicle traffic

     3. How to perform it

Pedestrian and vehicle traffic are available in this analysis depending on your subscription plan. 

If you would like more information and to unlock this feature, do not hesitate to contact us.

Assets analysed will be easy to recognize thanks to the first four columns:

• Name of the asset 
• Flag of the country 
• Category: Asset of your portfolio, potential next location, and your competitors
• Asset category: An icon reflecting the type of assets (address, shopping centre, shopping area, store)

To start a pedestrian analysis: 

• Choose from the drop-down menu "Evaluated assets" (1) the assets you want to perform the analysis on. 
• Select pedestrian traffic (2).
• Pick the time granularity (3) of interest (day, week, month, year).
• Activate or deactivate the Saturday ratio (4).
• Select the year of choice (5).
• Choose whether to compare the averages of the year you selected with the averages of another year (compare to none/year -1, year -2, etc) (6).

Based on the filters applied, you will see underneath the insights. Here is more information about our pedestrian insights meanings: 

• Average pedestrian traffic (chosen period): It is the average pedestrian traffic for the chosen period (year, month, week, or day, depending on the filter). Static data that gives a picture of pedestrian traffic or footfall at this location for the chosen year.
• Average pedestrian traffic (comparison period): It is the average pedestrian traffic for the comparison period you chose (year, month, week, or day, depending on the filter). Static data gives a picture of pedestrian traffic or footfall at this location for the compared period.
• Saturday ratio pedestrian: It shows the weight of this day compared to the whole week. If this rate is positive, it means the average footfall on Saturdays is higher than the average footfall on the other weekdays. If it is negative, Saturday footfall is lower than the other days of the week.

For each analysis, you can click on the title to sort the assets in ascending or descending order.

You can access to an additional level of information by clicking on "View Graph" (7).

• On the graph, you will see footfall averages for a specific day of the week of the selected year (with the average of a comparison period and the Saturday ratio if selected)
• By clicking on the "day" button you will be able to access the average footfall of a specific hour of an average day in the selected year (with the average of a comparison period if selected)

To start a vehicle analysis: 

• Choose from the drop-down menu "Evaluated assets" (1) the assets you want to perform the analysis on. 
• Select vehicle traffic (2).
• Pick the time granularity (3) of interest (day, week, month, year).
• Activate or deactivate the Saturday ratio (4).
• Select the year of choice (5).
• Choose whether to compare the averages of the year you selected with the averages of another year (compare to none/year -1, year -2, etc) (6).
• Select an area radius (7).

Based on the filters applied, you will see underneath the insights. Here is more information about our vehicle insights meanings: 

• Vehicle Custom Road Segments: average vehicle traffic for the selected period (year, month, week, or day, depending on the filter) on the chosen segment defined near the point (portion of 40m)
• Traffic intensity: Average traffic of all road segments inside the chosen radius (1km or 2,5km). Based on 2022 data.
• Main segment: Average traffic of the road segment with the most traffic in the area. Based on 2022 data.
• Saturday ratio vehicle: It shows the weight of this day compared to the whole week. If the ratio is more than 1, it means the average vehicle traffic on Saturdays is higher than the vehicle traffic on the other weekdays.

For each analysis, you can click on the title to sort the assets in ascending or descending order.

You can access an additional level of information by clicking on "View Graph" (8). 

• On the graph, you will see vehicle averages for a specific day of the week of the selected year (with the average of a comparison period and the Saturday ratio if selected)
• By clicking on the ‘day’ button you will be able to access the average vehicle of a specific hour of an average day in the selected year (with the average of a comparison period if selected)

💡 You can manage road segments by clicking on this button on the left upper corner of the map. 

     4. How to read it 

Example for pedestrian traffic: In 2023, 1.7 million people visited the Hyper U on average over the year. Footfall in 2023 increased compared to 2022 (1.62 million visitors). On Saturdays, footfall is 74% higher than on other days of the week.

Example for vehicle traffic: In 2022, average traffic on the selected road segments represented 2.02 million vehicles. The traffic was equivalent to that of 2021. Over the same year, the average traffic of all road segments inside the chosen radius of the Hyper U was 1.94 million vehicles.

In the same area, the busiest road has an average traffic of 8.87 million vehicles in 2022 (shown in orange on the map). Finally, the average number of vehicles on Saturdays is 9% higher than the average number of vehicles on other days of the week.

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

• Compare the average traffic between your potential new locations and your existing network.
• Compare the weight of weekdays versus weekends and the ratio of Saturdays.
• Check which time slots have the highest peak numbers.

     5. Frequently Asked Questions