In this article, you'll find information to help interpret your DemoStats Highlights and Trends 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 in the top-right corner of your reports.
This report provides a list of demographic variables ranked based on the presence of customers from an imported customer file.
Note: We recommend using a State/Provincial or National geography for the Benchmark and a customer file with a minimum of 2,000 records.
%: The weighted proportion of the population or households in the customer file that exhibits that characteristic.
Base %: The percentage of the population or households in the benchmark that exhibit that characteristic.
Index: Measures if the population or households in the customer file are more or less likely to exhibit that characteristic compared to the benchmark (average = 100).
Focus on the % and the Index columns in the Income, Education & Employment section. In our example, 42.86% represents the estimated proportion of the customer file who live in the benchmark (Canada) and are likely to hold a university degree. This value is based on the demographic characteristics of the neighbourhoods where the customers live. With an Index value of 158, these customers are 58% more likely to live in neighbourhoods with high rates for holding university degrees when compared to the benchmark. Learn more: Where can I find information on Customer Weighted Reports methodology?opens in new window
Count: The number of people or households in the Trade Area who exhibit that characteristic.
%: (Count/Total Count * 100) The percentage of the population or households in the Trade Area that exhibit that characteristic.
Base Count: The number of people or households in the benchmark who exhibit that characteristic.
Base %: (Base Count/Base Total Count * 100 ) The percentage of the population or households in the benchmark that exhibit that characteristic.
% Pen: (Count/Base Count * 100) Of all people or households who exhibit that characteristic in the benchmark, % Pen is the proportion that are found in the Trade Area.
Index: (% /Base % *100) Measures if the population or households in the Trade Area are more or less likely to exhibit that characteristic compared to the benchmark (average = 100).
For example, focusing on the report's Income, Education & Employment section, 20.04% of the households in the Fort McMurray Trade Area tend to work in Trades and Transport occupations. Comparatively, 10.98% of households in the benchmark of Alberta tend to work in Trades and Transport occupations. With an Index value of 183, households within the Fort McMurray Trade Area are 83% more likely to work in Trades and Transport occupations when compared to the benchmark.
A summary of key demographic variables for Target Groups. The Target Group created for analysis and its component PRIZM segments are indicated at the top of the report.
Count: The number of people or households in the Target Group who exhibit that characteristic.
%: (Count/Total Count * 100) The weighted proportion of the population or households in the Target Group that exhibits that characteristic.
Base Count: The number of people or households in the Benchmark who exhibit that characteristic.
Base %: The percentage of the population or households in the Benchmark that exhibit that characteristic.
% Pen: (Count/Base Count * 100) Of all people or households who exhibit that characteristic in the Benchmark, % Pen is the proportion that are found in the Target Group.
Index: (% /Base % *100) Measures if the households or population in the Target Group are more or less likely to exhibit a characteristic 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.
Note: The standard values are removed for the Average Household Income, and % and Base % values represent the Average Household Income by dollar amount.
In our example focusing on the Household Characteristics section, 77.83% of the Target Group comprises primarily One-Family Households. With an Index value of 119, those within this Target Group are 19% more likely to reside in a One-Family Household when compared to the benchmark of Canada.
This is a variable-weighted report; it analyzes the neighbourhoods where you find projected variable households, weights of the demographics of the neighbourhoods, and compares those demographics to the benchmark demographics. This helps us answer the question: What are the key demographics for the variable of interest?
The Variable that the report is ranked against is found at the top of the report. The Threshold is also at the top of the report and indicates the top percentage of neighbourhoods with the greatest concentration of the variable. The default is 25%, meaning that only the top 25% of neighbourhoods are represented in the report. The threshold can be increased to 100%, indicating that all neighbourhoods where the variable households are found are included. However, this is not recommended as it dilutes the analysis.
%: The weighted proportion of the population or households in the customer file that exhibits that behaviour.
Base %: The percentage of the population or households in the benchmark that exhibit that behaviour.
Index: Measures if the households in the variable households are likely to exhibit behaviour 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.
Note: The standard values are removed for the Average Household Income, and % and Base % values represent the Average Household Income by dollar amount.
Our variable for this example is frequenting a Health/ Fitness Club 10+ times in the past year. Focus on the Index value in the report's Income, Education & Employment section. The Index values determine how similar or different the variable households are compared to the benchmark households. The Index values for Education show an above-average Index (111) for households with a University Degree frequenting a Health/ Fitness Club 10+ times in the past year.
This report provides estimated and projected data for select demographic variables, including percent change calculations and year-over-year data.
Count: The population in the trade area who exhibit that demographic characteristic.
%: The proportion of the total population in the trade area that exhibits the demographic characteristic.
Constant Dollar Household Average Income: Constant dollars describe income after adjustment for inflation. Constant dollar values represent an effort to remove the effects of price changes from statistical series reported in dollar terms. The result is a series as it would exist if prices were the same throughout as they were in the base years.
Current Dollar Household Average Income: Nominal or Current dollars describe income in the year in which a person, household, or family receives it. For example, the income someone received in 2019 unadjusted for inflation is in current dollars.
Household Population: The number of people who reside in the trade area, excluding group quarters populations.
Average Household Income (Constant $): The average income after adjustment for inflation for households within the Trade Area.
Average Household Income (Current $): The average (unadjusted) income for households within the Trade Area.
In the Household Population by Visible Minority Status section of this report, the Visible Minority South Asian population in this trade area is expected to increase to 284,893 by 2033, compared to 150,739 in 2018.
8.70% represents the rate of total population change within the trade area between the years of 2018 and 2023. The highest change in total population in the trade area is projected to be 23.32% between 2023 and 2033.