In this article, you'll find information to help interpret your ClickScapes Trends, ClickScapes Summary Profile, ClickScapes in Ranking Variables, and ClickScapes Extract reports in ENVISION; definitions for report headers and examples of what these mean.
ENVISION users can find this information without leaving the platform by clicking the "How to Read" button located in the top-right corner of your reports.
Identify trends across individual mobile apps and websites, including interest categories, for Canadians.
The data are available for weekly and monthly time periods. The output contains data for counts of visitors and number of visit days for each variable across each time period selected. Two files are created for each area of interest selected: a PDF document and an Excel file. Both offer views of the same data points; the PDF provides trend lines, while the Excel file contains the corresponding data tables.
Visitors: The count of total households (for Home Internet) or total household population 15+ (for Mobile Network) that visited a website, app, interest category, or company within the specified time frame.
% Chng Visitors - PoP: Percent change of visitors from one period of time to another.
Visit Days: The number of days a website, app, interest category, or company was visited in the specified time frame, including the total visit days for the time frame. The days reflect the total days and do not need to be sequential. The total number of days is represented in a separate trend line graph (Total Visit Days) as part of the PDF output.
% Chng Visit Days - PoP: Percent change of visit days from one period of time to another.
% Share of Visit Days: The proportion of total visit days for a time period for each selected website, app, interest category, or company.
In the example below, the website frigidaire.ca welcomed 469, 692, and 624 visitors for January, February and March, respectively, in 2021. This corresponds to a positive percent change of visitors from January 2021 to February 2021 of 48% (((692 - 469) / 469) * 100) and then a negative percent change from February 2021 to March 2021 of -10% (((624 - 692) / 692) * 100).
ClickScapes Summary Profile - Variables
Combine several ClickScapes Trends variables together for a single week or month. Create your own custom categories or subcategories of websites/apps/companies/ interests within ClickScapes and understand the average number of days the sites were visited across the digital properties.
ClickScapes Summary Profile - Time Periods
Create a summary profile of one ClickScapes Trends variable for a combination of weeks or months. Combine time frames to align with your organization’s calendar, and understand the number of days in your time frame the site was visited.
SG: Each segment is assigned to one Social Group (SG) based on the urban-rural context, home language (English, French and non-official), affluence, family status, age of maintainer and ethnicity. The SGs are Urban (U), Urban Fringe (F), Suburban (S), Town (T), or Rural (R).
LG: The Lifestage Groups (LG) categorize household composition according to the presence of singles, couples and families. The LGs are Young (Y), Family (F), and Mature (M).
Code: Refers to the segment’s Socioeconomic Status Indicator (SESI): A composite ranking score based on factors such as average household income, discretionary income, educational attainment levels, dwelling value, average net worth, and household size.
Name: The name of the PRIZM segment.
Count: The number of daily visits made by each segment.
%: (Count/Total Count * 100) The percentage of daily visits made by each segment versus all segments.
Base Count: The total households for each segment in the benchmark area if the variable is a Home Internet variable. Or, the total household population 15+ for each segment in the benchmark area if the variable is a Mobile Internet variable.
Base %: The percentage of the base count in the benchmark area within the segment.
% Pen: (Count / Base Count) The average number of visits per base count unit.
Index: ((% / Base %) * 100) Measures if the households or population in the segment are more or less likely to exhibit a behaviour when compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
In the example below, the bar chart represents the Index value. Target Segments are usually identified by selecting segments with significant % and Index values.
For the Time Periods tool, the bar chart and values are based on the number of ClickScapes variables for the PRIZM segment composition for an aggregated set of time periods.
For the Variables tool, the bar chart and values are based on the number of individual month or week time periods selected for the PRIZM segment composition of visitors across an aggregated set of ClickScapes variables.
Using ClickScapes variables in a Ranking Variables report produces a more complex output than other datasets. This is because the Base differs depending on whether the variable selected falls under Home Internet or Mobile Network. The Base for Home Internet variables is total households. The Base for Mobile Network variables is total household population 15+.
Learn more about Bases in our article What is a Base? opens in new window
Count: The count of households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input that visited a website, app, interest category, or company within the specified time frame.
%: For Visitors, this is the percentage of households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input that visited a website, app, interest category, or company within the specified time frame. For Visit Days, this is the average number of visit days per household (for Home Internet) or household population 15+ (for Mobile Network) in the selected input for the website, app, interest category, or company within the specified time frame.
Note: Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame (regardless of the number of visits on the same day). The days reflect the total days and do not need to be sequential.
Base Count: The count of households (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark that visited a website, app, interest category, or company within the specified time frame.
Base %: For Visitors, this is the percentage of households (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark that visited a website, app, interest category, or company within the specified time frame. For Visit Days, this is the average number of visit days per household (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark for the website, app, interest category, or company within the specified time frame.
Note: Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame (regardless of the number of visits on the same day). The days reflect the total days and do not need to be sequential.
% Pen: ((Count / Base Count) * 100) Of all households (for Home Internet) or household population 15+ (for Mobile Network) that visited a website, app, interest category, or company within the specified time frame, % Pen is the proportion that is found in the selected input.
Index: ((% / Base %) * 100) Measures if the households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input are more or less likely to visit the website, app, interest category, or company when compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
In the example below, approximately 38,862 households visit Loblaws via a home internet connection monthly, which is 53.02% of the total households in Kingston. Of all households in the benchmark that visited Loblaws (2,792,132), 1.39% were found in Kingston; this is the penetration rate. With an Index of 106, households in Kingston are about as likely to visit Loblaws via a home internet connection as households in Ontario.
In comparison, looking at visit days, households in Kingston spend approximately 194,885 days total visiting Loblaws via a home internet connection monthly. This is an average of 2.66 visit days per household.
The ClickScapes Extract Tools provide comprehensive ClickScapes data as a downloadable .CSV report so you can take a detailed look at your Customer, Trade Area, and/or Target Group browsing behaviours.
Note: Depending on the type of extract, you may not see all of the below fields.
Order: Corresponds to the order in which the Variables have been listed in the variables list.
AreaName: The name of the Benchmark selected for the extract and where the home or mobile network is located. In a Trade Area extract, this is the name of the Trade Area selected for the extract and where the home or mobile network is located.
BaseAreaName: The name of the Base or Benchmark selected for the extract and where the home or mobile network is located.
TargetGroup: The name of the Target Group that this row of data applies to.
VarId or VarCode: The unique code identifier for each Variable.
VariableName or VarDesc: A description of the Variables selected for the extract, including method of web browsing (Home Internet vs. Mobile), variable type (website vs. app), and URL visited.
Category or CatDesc: The category to which the website, app, or company is assigned.
Count: The count of visit days by the selected input for the website, app, or company in the Benchmark. Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame. The days reflect the total days and do not need to be sequential.
PctComp: The proportion of the total selected input visit days for the category for the website, app, or company in the Benchmark.
BaseCount: The count of visit days by the total Benchmark for the website, app, or company in the Benchmark. Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame. The days reflect the total days and do not need to be sequential.
BasePctComp: The proportion of the total Benchmark visit days for the category for the website, app, or company.
PctPen: The proportion of the total Benchmark visit days for the selected input for the website, app, or company.
Index: A measure of comparison between the proportion of visit days in the selected input and the proportion of visit days in the Benchmark. An Index of 100 is average. Indices above 100 are above-average or over-represented. Indices below 100 are below average or under-represented.
DateRange: The user-defined time period selected for the extract, in weeks or months.
In the example below, people in Kingston visited the Travel website airbnb.com via a home internet connection for approximately 139,265 days from January to March 2021. For the entire Travel category, this makes up 1.90% of visit days for this time period. Comparatively, all visitors in the Benchmark (Ontario) contributed approximately 11,196,386 days to this same website, which is 2.0% of total visit days for this time period. Of all Benchmark visit days to this website, 0.012% were from this Trade Area; this is the penetration rate. With an index of 95, people in Kingston are about as likely to visit this website compared to people in Ontario.