Outputs Available: PDF, CSV
How to Use This Report:
Generate a report of a specific trade area in order to determine the unique customer household counts in the area. This report is located under "Population>Actual Customers."
Contents:
The Actual Customers report determines the total volume of return from the geography being studied. This report will display the household counts and percentages captured within the geography by location. This information can help you evaluate locations side by side to determine where customers are going within a geography. You can also use this to understand where you already have a customer base when looking to place new sites.
Understanding Report Fields
Count in Study Area
Definition: The number of people connected to a location who are within the specified drive time (e.g., 10 minutes).
Purpose: Helps identify the concentration of people within a specific geographic area relative to a location.
Percent of Study Area
Definition: Represents the share of all people in the study area assigned to a location. Totals from this section sum to 100%.
Purpose: Provides a percentage-based view of the distribution of people across locations within the study area.
Location Total
Definition: The total number of people associated with the location, regardless of drive time.
Purpose: Offers a complete count of individuals linked to a location, providing a broader perspective beyond the study area.
Location Percentage
Definition: Calculated by dividing 'Count in Study Area' by 'Location Total.' This indicates how much of a location's customer base resides within the set drive time area.
Purpose: Helps assess the proportion of a location's customer base that is concentrated within a specific geographic area.
Interpreting Report Sections
Actual Customers
Definition: Shows the count of customers you have within a selected geography.
Purpose: Reports how many of your customers fall inside the specified area, aiding in geographic analysis of customer distribution.
Follow-up Reading:
Learn how to run this report by reviewing this article.