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Knowing which business categories are needed most in a trade area helps property owners fill vacancies with businesses that have the best chances of success, and helps retailers determine whether their business category is highly desired in a trade area relative to national norms. If a business category is over-served, there will be strong competition for the consumer from other similar businesses. If it is underserved, then demand exceeds supply and there is an open opportunity. To calculate market void, we rank every location in the US by supply and demand saturation across 500 business categories, then determine the percentile of each location's rank. A value of 100 means "put a location here, now", and a value of 0 means "avoid this location at all costs". A value of 50 means that supply meets demand. We show the top 10 underserved categories to help you determine which business categories are most needed at your subject location.

Between Google and Bing, 90% of Americans use search engines. Americans who use search engines make more than 13 billion searches per month. The terms people search for have been shown to correlate with a broad range of needs and preferences, from politics to health problems to purchase intent. Number of searches, also called search volume, is representative of consumer demand. Using search volumes, consumer demand can be directly measured and captured. Searches for a given business category represent individuals actively looking for something they currently want or need. Use search volumes to find locations that both have a large number of searches for your business category and achieve the highest market share relative to the total number of searches. This insight provides number of searches by people within a trade area over the last 30 days by business category. To provide a complete picture, we also include searches by people who are not currently in the trade area but are searching for products and services in the area.

Eighty percent of Americans regularly use social media. Activities taken on social media, whether "liking" a page, checking in to a venue, or publicly commenting on a post, are powerful indicators of interest in a business's products or services. Interest is a necessary prerequisite to any purchase. This insight shows number of people on social media within a trade area expressing interest for each of five-hundred business categories over the last 30 days.

See where people are coming from to get to your location.

Median home value and number of households per home value bucket.

Crime index for the area relative to the national average. Compiled by the FBI, the Crime Index is an estimation of the overall level of crime in a given city or a country. The national average per crime is 1. A score of less than 1 indicates a lower crime rate compared to the national average, a score higher than 1 indicates a higher crime rate. Law enforcement agencies that participate in the Uniform Crime Reporting (UCR) Program forward crime data through their state UCR Programs in 46 states and the District of Columbia. Local agencies in those states that do not have a state program submit crime statistics directly to the FBI, who in turn provides continuous guidance and support to those participating agencies. The state UCR Programs function as liaisons between local agencies and the FBI. Many states have mandatory reporting requirements, and many state UCR Programs collect data beyond those typically called for by the national UCR Program to address crime problems specific to their particular jurisdictions.

Historical counts and forecasts of number of households in an area.

Household size describes the number of people living in a typical home, including children, parents, grandparents, and any other long-term residents that may live in a single home.

Median and average household income alongside number of households per income bracket.

Historical, and current mean home value. Home values are a reflection of the local economy. Rising home values indicate that the local economy is growing and that demand exceeds supply. Home Values are determined in a fashion similar to income estimates. Home and associated values that existed as of April 2010 are updated using data from the Federal Housing Finance Agency (FHFA). These values are based on same-home selling prices occurring over time, the FFIEC’s mortgage values and actual selling prices, and U.S. Census American Community Survey estimates.

Number of households rented, owned, and vacant.

This measure will allow you to evaluate those neighborhoods that surpass the mortgage lender target of 2.5 and therefore whose economic situation might offset their ability to be active consumers.

The number of employees in the area for a list of business categories. This insight illustrates the distribution of the workforce and is an indication of the pool of experienced employees for each business category. Employee counts are determined using data from the U.S. Bureau of Labor Statistics and U.S. Census Bureau.

Population residing in single-family or multi-family homes.

Quarterly historical total number of employees (often referred to as daytime population). Daytime population is a key metric for understanding the density of an area during the day. Many businesses, like fast casual restaurants, need a strong daytime population to draw from to assist with store revenue. Growth or decline of employee populations over time can indicate whether a "daytime" market seems to have room to grow or is actually in decline.

Daytime population data provides businesses with an accurate view of the distribution of people during the day and provides a better understanding of the type of persons within the store’s trade area. By convention, daytime population equates with number of employees in an area. Where our Daytime Population Trends insight shows number of employees over time, Daytime Population Breakdown expands to several other important groups that comprise the actual total daytime population. The true daytime population of a trade area is the sum of the following subcategories: retired and disabled people, homemakers and working age people not in the labor force, unemployed people, employed people, persons working at home (both self-employed and employed by a company), children at home (typically preschool), and students (Pre-K to 12th and post-secondary, including college and vocational). Daytime population subcategories are derived from their relevant federal agencies. Some people can be classified as falling within more than one subcategory of daytime population. For example, people working at home who are disabled. As a result, some people may be counted twice. This double-counting results in the daytime population being approximately 6% higher than our population counts.

Population residing in a hotel or RV (Recreational Vehicle) for at least 1 night.

A breakdown of the total population by age and gender. This insight highlights the distribution by age and gender to see if an area skews older or younger. This allows businesses to make informed business decisions by allowing them to tailor services and merchandising towards the dominant age groups. Age is determined through a traditional cohort survival analysis. This analysis looks at each age distribution within a race category and applies the appropriate birth and survival rates as determined by the NCHS (National Center for Health Statistics). Categorized results are then balanced back to the base population using an iterative redistribution algorithm. Information from the NCES (National Center for Education Statistics) is also applied to validate the age distribution of school-age children. U.S. Census estimates are used to validate all other age ranges.

A breakdown of youth population (ages 0 - 21) by age and gender

Age Trends divides the population into age buckets (e.g. "Under 5", "5 - 14", etc) and provides a population count for each bucket from 2000 and 2017, and regression-based projections for 2022 and 2027. Age is determined through a cohort survival analysis using U.S. Census, National Center for Health Statistics, and National Center for Education Statistics data.

Total number of people within the trade area with the selected occupations (across several hundred categories)

Residential population broken down into 28 ancestries including Hispanic, Asian, European, and Native American subgroups. Understanding the ancestry of an area helps businesses tailor their offerings to the available consumer pool. Ancestry indicates culture. While America is well known as a "melting pot", ancestry-based subcultures retain different culinary, entertainment, and socializing preferences. Ethnicity is often used to approach these topics in conventional demographic analysis, but ethnicity tends to ignore true cultural heritage in favor of over-simplified aggregations of highly distinct cultures. Ancestry provides a much more granular image of the cultural profile of an area.

Population broken down by ethnicity. Ethnicity illustrates the diversity of an area of an area and can assist businesses and potential businesses in understanding the potential demand for products and services, therefore allowing retailers to target their offerings to the consumer pool.

Break down the population by those who speak one or more of 18 available languages.

Residential population by educational achievement. The number of years of formal education for all people over the age of 25 is based on of the highest grade completed, as reported by the U.S. Census American Community Survey. Educational achievement can be used to determine the employee pool upon which to hire from. For instance, high tech firms will seek a higher concentration of college educated people than a manufacturing firm.

Gender distribution forecasted over the next 10 years. Retailers have an interest in understanding the gender makeup of an area due to the differences in how men and women approach shopping. With this insight, they can better customize and appeal to both sets of consumers. Gender estimates are determined through a traditional cohort survival analysis using data from the U.S. Census, National Center for Health Statistics, and National Center for Education Statistics.

A breakdown of the total population into societal generations. Generations are generally considered to be about thirty years, during which children are born and grow up, become adults, and begin to have children of their own. Generational differences often occur between one generation and another regarding beliefs, politics, experiences, and values. The generations in this insight are calculated from U.S. Census age data using the years sociologists generally agree mark the beginning and ends of each generation.

Quarterly historical gross domestic product estimates in thousands of U.S. dollars.

Total number of businesses and establishments within the defined trade area over the past eight quarters. Business growth or contraction is a reflection of the economic conditions for a particular area. Areas experiencing an increase in new businesses or businesses moving into an area suggest favorable economic conditions. Business unit estimates from the three U.S. agencies (U.S. Census, Bureau of Labor Statistics, U.S. Postal Service) are analyzed in a sophisticated mathematical process that correlates the three databases. The end result is a single workplace estimate for each market. The estimate is then expanded to the current quarterly timeframe using ZIP+4 postal data and historical averages. This is done at the market level, not at the national level. Workplace estimates are more relevant for market research purposes when they are analyzed down to the local level.

Total number of businesses within the defined trade area by business category. Evaluating the number of businesses by category allows you to not only gauge the amount of competition for a given area but can also shed light on complimentary businesses. Business unit estimates from the three U.S. agencies (U.S. Census, Bureau of Labor Statistics, U.S. Postal Service) are analyzed in a sophisticated mathematical process that correlates the three databases. The end result is a single workplace estimate for each market. The estimate is then expanded to the current quarterly timeframe using ZIP+4 postal data and historical averages. This is done at the market level, not at the national level. Workplace estimates are more relevant for market research purposes when they are analyzed down to the local level.

Map locations for competition and other businesses by name and business category.

Breakdown of resident salaries across all industries. This insight measures the strength of workers’ salaries relative to one another and provides a visual representation of the potential economic vitality of an area using data from the U.S. Bureau of Labor Statistics.

Weekly Per Capita Consumer spending within the location's trade area by category.

Number of vehicles owned or leased by a household.

Population residing in a housing unit specifically designated as seasonal housing, like a summer cottage or winter chalet.

This insight summarizes each insight in the report. If comparison locations have been added to the report, this insight also compares the subject location to any comparison locations for each data set and provides an overall similarity score. Similarity scores highlight the similarities and differences between the subject site and comparison sites.