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.

Average vehicle traffic by day of the week and by hour for a selected road segment

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

Highlights the block groups where people who visit this location live.

A mapping of census block groups to the number of visitors to the subject site whose work location is in each census block group, as indicated by where the visitor's mobile device "lives" during the day. Only block groups with at least 5 known visitors are shown.

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.

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

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.

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.

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.

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.

This insight shows up to the top 3 consumer segments in the area.

See the top brands visited in the same day and same month as your location.

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.

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.

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.

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.

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.

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.

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.

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

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.

Number of households rented, owned, and vacant.

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.

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

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

Number of vehicles owned or leased by a household.

According to the U.S. Dept. of Labor's Bureau of Labor Statistics, in October 2004, 66.7% of high-school graduates from the class of 2004 were enrolled in colleges or universities across the United States. This is obviously a huge annual boon to retailers who sell the staples of college life, including low-cost dorm-style furniture, pens and notebooks, and inexpensive home furnishings. Market researchers will find many of these students in Collegians neighborhood segments. Collegians areas are home to currently enrolled college students living in either dorms or off campus areas dedicated to college students. Market researchers will find a very homogenous group of young adults within these unique areas. Collegians are home to residents sharing a median-age-range in the 20s and low-30s. They are predominately not married, and have no children. Naturally, they all have high-school degrees. For those students who are working to help pay the ever-increasing cost of higher education, they are employed a mix of white- and blue-collar occupations, such as protective services (over-two-times-average), personal care (nearly two-times-average), and management and sales (nearly 50-percent-above-average). Through these jobs they generate annual incomes at the low-$30,000s-or-less range. Residents in these areas generate almost no public-assistance income.

Residents of Upper East Side neighborhoods may face greater challenges than most Americans, but you can't say they aren't trying. These Harlem Gateway areas are home to people in their 20s to low-30s, who rank at the national-average in income from salaries and wages. However, they also show about two-and-a-half-times-average-higher rate of public-assistance income. These residents are working at a wide variety of jobs, including an over two-times-average level of employment in healthcare services; nearly two-times-average in building maintenance; and over 50-percent-above-average in protective services, food preparation, and personal care industries. All in all their positions are categorized as white-collar, unlike the Lower East Side segments, which work in similar fields, but weight in as blue-collar. But with a 50-percent-higher-than-average-level of residents without high-school educations, and a median-salary range in the low-$30,000s or less, these residents may continue to carefully spend the money they bring home. Additional distinctions include a between 50-and-75-percent-above-average percentage who've never married; a well above-average number of children; and a 50-percent-below-average number of married-couple households. Additionally, there is a 50-percent-higher-than-average percent of single-male parents and nearly two-times-average number of single-female parent families.

What could be better than being in your 30s, having a college degree and a professional career, having no children, and earning in the $50,000s and $60,000s? Apparently, the cherry on top of this scenario for residents of the highly urban Wizards neighborhoods is having all that plus being single. These segments, which are in the urban Thriving Alone category, are dominated by 30-something single people, who are alone mainly either because they've never been married or because they are divorced. These neighborhoods measure at higher-than-twice-the-national-average in non-family households. Indeed, you won't find many children or people in their retirement years among the Wizards. What you will find is a relatively youthful group that enjoys their relatively high incomes from salaries earned in white-collar management and professional careers. These residents also earn a slightly higher-than-average level of income from interests/dividends and self-employment income - indicating that there are many smart investors and entrepreneurs (and no doubt savvy spenders) among the inhabitants. After a hard-charging 9-to-5 workweek, Wizards likely bust out on the weekends to spend their time reveling in child-free entertainment and to spend their money enjoying their independent lives.

Solo Acts are urban neighborhoods with relatively young single populations, but with an over-50-percent-higher-than-average number of divorced residents. These 20- and 30-year-olds also have more children than other Going it Alone segments. Some of these residents are single due to the death of a spouse and because they've never been married. Whatever the reason, the households tend to be single females or males with some kids to take care of. With only a little college education and incomes in the $30,000s and $40,000s, it's not difficult to imagine this group struggling to make ends meet. They may, in fact, rely on family members and friends for a Friday night supper or weekend splurge at a theme park to ease their struggle - all the while keeping their calendars clear for any dating opportunities (to turn their single status into more comfortable couplehood). Incomes for this population are generated from a variety of white-collar jobs in food preparation, maintenance, healthcare, office administration, and personal care. They register a slight up-tick on the public assistance income measurement, which helps supplement their single-income households.

Urban Moms and Dads rank slightly above-the-national-average in single residents. Residents of these highly urban areas are single both because they've never married and due to divorce, ranking at nearly 50-percent-above-average in both categories. What's more, they weight in a two-times-the-average in either male or female single-heads-of-households-with-children. Their children are a mix of ages, but tend to be younger. This group is the youngest of the Struggling Alone segments: The residents are predominantly in their 20s and low-30s. Some residents in these areas have high-school degrees, but over two-times-the-average have not completed high school. They also have low-paying jobs in a variety of blue-collar occupations. In fact, they rank at over 50-percent-average for jobs in these areas: healthcare, food preparation, building maintenance, and production. Owing to their low incomes and single-householder status, this group relies heavily on public assistance: Urban Moms and Dads measure nearly-two-time-average in supplemental security income and two-and-a-half-time-average in public-assistance income - clearly an economic break they need to keep food on the table and a roof over their heads.

Sharing the spotlight in the illustrious emerging single-by-choice-or-circumstance demographic are the residents of the highly urban Apprentices neighborhoods. These areas are home to the youngest residents of the Thriving Alone category. They are dominated by single people in their 20s and low-30s without children, who are alone primarily because they've never been married. In fact, Apprentices rank at almost three-times-the-national-average in non-family households. Owing to their young age, it's too early to tell if the Apprentices' dwellers will remain single, but for now they are living the good life with incomes in the $50,000s and $60,000s. You can imagine this group being able to, on a whim, drop off their briefcases in their well-decorated homes and take off for a weekend at the shore or on the slopes. These overridingly college-educated segments' residents generate their income from white-collar management and professional occupations. They earn less from interest/dividends than other Thriving Alone sectors, but this will likely change as the segment matures.