Visitor Demographics
The demographic profile of a location's visitors, as shares of the visitor base across attributes such as age and gender.
What does Visitor Demographics tell me?
Visitor Demographics describes who a location's visitors are. It reports the composition of the visitor base as shares (fractions that sum to about 1.0 within each attribute), across demographic attributes such as age, gender, income, education, and race.
Values are proportions of the estimated visitor base, not head counts, so they tell you the mix of visitors rather than how many there were.
What questions does it answer?
- What is the demographic profile of the people who come here?
- How does this location's audience differ from another's?
- Which segments over-index at this location versus a baseline?
- How does the visitor mix change by season or over time?
Reading this cadence
The profile is summarised over the period this page covers. A longer cadence gives a more stable profile; use it for audience and positioning work rather than day-to-day monitoring.
How it's produced
The visitor base for the location is profiled against demographic attributes and expressed as shares of that base.
How to read it
- Shares, not counts. Within each attribute the values describe the mix of visitors. They usually add up to about 1.0, but an attribute can add up to less when its categories do not cover every visitor, so read each share as relative within the categories shown rather than assuming the attribute is complete. Multiply by a Foot Traffic count if you need approximate volumes.
- Compare against a baseline (a region, a portfolio average) to spot over-indexing segments rather than reading a single share in isolation.
Related metrics
- Foot Traffic, how many visitors this profile is drawn from.
- Trade Areas, where those visitors come from.
Country- and dataset-specific behaviour (coverage, geography units, exclusions, release timing) is documented on each dataset in its country catalog.
Schema
This is the standard schema for the metric. Always check the schema on the specific dataset you're using, since small variations may occur per country, map, or cadence. See the list of datasets using this metric below.
Map columns (e.g. ZIP code, state, brand, polygon) are usually exposed on each dataset as available columns that aren't included by default. They're not listed here because each dataset is connected to a different map and therefore has a different set of map columns available. Open a specific dataset below to see its full schema.
| Column | Type | Description |
|---|---|---|
| location_id | STRING | Unique identifier of the location. |
| observation_start_date | DATE | Start of the observation period. |
| observation_end_date | DATE | End of the observation period. |
| people_fraction_age_18_29 | FLOAT | Share of visitors aged 18 to 29. |
| people_fraction_age_30_39 | FLOAT | Share of visitors aged 30 to 39. |
| people_fraction_age_40_49 | FLOAT | Share of visitors aged 40 to 49. |
| people_fraction_age_50_59 | FLOAT | Share of visitors aged 50 to 59. |
| people_fraction_age_60_69 | FLOAT | Share of visitors aged 60 to 69. |
| people_fraction_age_70_79 | FLOAT | Share of visitors aged 70 to 79. |
| people_fraction_age_80_and_above | FLOAT | Share of visitors aged 80 and above. |
| people_fraction_education_high_school | FLOAT | Share of visitors with high school education. |
| people_fraction_education_college_without_degree | FLOAT | Share of visitors with college without degree education. |
| people_fraction_education_associate | FLOAT | Share of visitors with associate education. |
| people_fraction_education_bachelor | FLOAT | Share of visitors with bachelor education. |
| people_fraction_education_master_and_above | FLOAT | Share of visitors with master and above education. |
| people_fraction_gender_female | FLOAT | Share of visitors who are female. |
| people_fraction_gender_male | FLOAT | Share of visitors who are male. |
| people_fraction_income_25k_and_less | FLOAT | Share of visitors with income 25k and less. |
| people_fraction_income_25k_50k | FLOAT | Share of visitors with income 25k to 50k. |
| people_fraction_income_50k_75k | FLOAT | Share of visitors with income 50k to 75k. |
| people_fraction_income_75k_100k | FLOAT | Share of visitors with income 75k to 100k. |
| people_fraction_income_100k_125k | FLOAT | Share of visitors with income 100k to 125k. |
| people_fraction_income_125k_and_above | FLOAT | Share of visitors with income 125k and above. |
| people_fraction_race_amerindian | FLOAT | Share of visitors identifying as amerindian. |
| people_fraction_race_asian | FLOAT | Share of visitors identifying as asian. |
| people_fraction_race_black | FLOAT | Share of visitors identifying as black. |
| people_fraction_race_white | FLOAT | Share of visitors identifying as white. |
| people_fraction_race_other | FLOAT | Share of visitors identifying as other. |
| people_fraction_race_two_or_more | FLOAT | Share of visitors identifying as two or more. |