Penetration rate

     1. Analysis Objective 

The penetration rate shows the percentage and the number of inhabitants of a city/district who come to a specific place during a chosen month (compared to the total number of people living in the neighbourhood or borough.). The analysis is available for an address, store, shopping centre, or shopping area.

It will enable you to better understand the visitors of an address or zone compared to another one, optimise your catchment area, and measure the impact of your action plan on it.

     2. Methodology and Computation 

• The penetration rate corresponds to the proportion of inhabitants (unique visitors) of a city or neighbourhood who came to the address or area analysed over a month.
  For example: a penetration rate of 70% for Bordeaux means that 70% of Bordeaux residents visited the area/address over the period analysed.
• This is the number of unique visitors from a city or neighbourhood who visited the address or area analysed at least once.
• We do not take account of multiple visits: we talk about unique visitors. If a person visited the point of interest analysed every day of the month, we will only take them into account once.
• The data is updated once per month, on the 8th, for the last month.

💡More information about our methodology: Origin and penetration algorithms

     3. How to use it

Features: 

• Compare up to 3 different zones or addresses with each other
• Month, year, or custom comparison mode
• Dynamic map
• Socio-demographic insights
• Export in PDF or Excel

You can analyse your penetration rate for a unique location or compare it to another one.

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 period (2): Select between month, year, or custom, and define a base and a comparison period.
• Origin scale (3): define a scale at the city or neighbourhood level.  
• The analysis is displayed in percentages but you can also see the absolute values.
• Sociodemographics filter (4): you can fine-tune your analysis with different information. 
  • Check “population” to add the number of residents and see your actual catchment area. It can be interesting to see, city by city/district by district, in which sectors you are growing and losing.
  • Select “Average purchase power”, “average household size”, “age” or “annual income” to add information to the table.

     4. How to read it

Example: A rate of 95% means that out of 100 people living in Agen, 95 visited the centre of Agen at least once in February 2024.
On the map, a solid-coloured area indicates a leading position, a hatched area indicates visitors going to the main address/area and the comparison area. To get an overview of your environment, you can compare the addresses/areas with each other and see the impact.

Here are some use cases and tips for using this analysis effectively.

• Understand the proportion of a city's/neighbourhood's residents who visit your area/address.
• Find out more about your actual catchment area.
• Diagnose which cities/neighbourhoods are growing and which are losing the number of residents visiting your area over a given period.
• Detect opportunities by identifying the potential of a given population.
• Use the Sociodemographic tab to make an initial refinement of your future communication operations.

     5. Frequently Asked Questions

The city or neighbourhood I am looking for does not appear in the analysis, why?

This may be for 3 reasons:

• We do not have sufficient statistical representativity: The penetration rate of some cities or neighbourhoods is not displayed when we lack information. Indeed, when too few inhabitants living in the area are known, we consider that we do not have sufficient statistical representativity to give a penetration rate. The district or the city does not appear on the map or in the table.
• The area is not part of the catchment area: The penetration rates are displayed on all the neighbourhoods/cities included in the catchment area, which corresponds to 80% of the area of origin. The area is therefore either in the remaining 20% of origin (sparse and residual provenance) or not penetrated at all.
• You have applied a filter: If you have applied a filter on one of the columns of the penetration rate table, the filtered cities or districts do not appear anymore in the table or on the map.