In this article, you'll find information to help interpret your Opticks DigitalPlus reports in ENVISION, including definitions for report headers and examples of what they mean.
ENVISION users can access this information without leaving the platform by clicking the "How to Read" button at the top-right corner of their reports.
The Opticks DigitalPlusopens in new window database is available in many of ENVISION's standard tools. When Opticks DigitalPlus variables are used, the results are presented as a crosstab between the selected website or app variable and one or more behavioural variables. These reports vary based on which Measure you select for analysis:
- If you've selected Visitors as the Measure, click on the Visitors headings below.
- If you've selected Visit Days or Minutes as the Measure, click on the Minutes headings below (except for Consumption Profile reports, where each Measure has its own glossary).
- If you've selected Avg Visit Days or Avg Minutes as the Measure, click on the Avg Minutes headings below.
This report provides a list of variables ranked in a trade area. When Opticks DigitalPlus variables are used, the results are presented as a cross-tabulation. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
Count: The household population 18+ (visitors) in the Trade Area who engaged in the cross-tabulated behaviours.
%: The proportion of the trade area household population 18+ who engaged in the cross-tabulated behaviours.
Base Count: The household population 18+ in the benchmark who engaged in the cross-tabulated behaviours.
Base %: The proportion of the benchmark household population 18+ who engaged in the cross-tabulated behaviours.
% Pen: The proportion of the benchmark household population 18+ living in the trade area who engaged in the cross-tabulated behaviours.
Index: A comparison of the proportion of the trade area to the proportion of the benchmark for the variables. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented.
Of the total household population 18 years or over in Ontario, 37,411 (0.31%) visited the Apple TV app and shopped for building/home improvement items/tools, most often online. Of all the people who visit the Apple TV app and who also shop for building/home improvement items/tools online in the benchmark of Canada, 64.50% of them are found in Ontario; this is the penetration rate. With an index of 164, people in Ontario are 64% more likely to exhibit these two behaviours than all of Canada.
This report provides a list of variables ranked in a trade area. When Opticks DigitalPlus variables are used, the results are presented as a cross-tabulation. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
Count: The total minutes spent on the selected website or app by the household population 18+ in the Trade Area who engaged in the behaviour.
%: The proportion of the total household population 18+ across all behaviours who visited the selected website or app within the Trade Area.
Base Count: The total minutes spent on the selected website or app by the household population 18+ in the Benchmark who engaged in the behaviour.
Base %: The proportion of the total household population 18+ across all behaviours who visited the website or app within the benchmark.
% Pen: The proportion of the number of minutes the household population 18+ in the benchmark who are found in the trade area who visited the website or app and engaged in the behaviour. (Count / Base Count * 100).
Index: A comparison of the proportion of household population 18+ who engaged in the cross-tabulated behaviours and live within the Trade Area, to the proportion of the total household population 18+ who engaged in the cross-tabulated behaviours within 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. (% / Base %; Values may not add up perfectly due to rounding).
In the Kingston, ON Trade Area, the total household population 18 years or over who most often shop for groceries online have spent 3,304 minutes on the Apple TV app within the 28-day cycle. Compared to the Benchmark, which has 137,811 minutes on the Apple TV for the total household population 18 years or over who most often shop for groceries online, those in the Trade Area make up 2.40% of the Benchmark’s total usage minutes. An Index of 201 suggests that the population who most often shops for groceries online within the Kingston, ON Trade Area has a 101% higher usage time on the Apple TV than those within the Benchmark.
This report provides a list of variables ranked in a trade area. When Opticks DigitalPlus variables are used, the results are presented as a cross-tabulation. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
%: The average number of minutes per visit day that the household population (18+) in the Trade Area engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Base %: The average number of minutes per visit day that the household population (18+) in the Benchmark engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Index: A comparison of the average number of minutes per visit day of the Trade Area to the average number of minutes of the Benchmark for the variables. 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 Kingston, the average number of minutes spent on the Apple TV app for people who purchase building/home improvement items/tools online within a 28-day cycle is 2.18 minutes. With an index of 178, people (18+) in Kingston spend more minutes engaging in both these behaviours than in all of Ontario.
This report provides a list of variables ranked based on the estimated presence within a customer file. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. This is a customer-weighted report and thus the percentages (%) presented are estimates based on the neighbourhoods where the customers live. We advise using this report directionally by reading the index values as the key measure for analysis.
%: The estimated proportion of the neighbourhoods where customers live who exhibit both behaviours.
Base Count: The household population 18+ in the Benchmark who exhibit both behaviours.
Base %: The proportion of the Benchmark household population 18+ who exhibit both behaviours.
Index: A measure of comparison of the proportion of the customer neighbourhoods to the proportion of the Benchmark for the variables. An Index of 100 is average. Indices above 100 are above-average or over-represented. Indices below 100 are below average or under-represented.
The customers represented in this file tend to live in neighbourhoods where an above-average proportion (index of 243) of the household population 18+ visits the Apple TV app and also shops for building/home improvement items/tools online.
This report provides a list of variables ranked based on the estimated presence within a customer file. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. This is a customer-weighted report and thus the percentages (%) presented are estimates based on the neighbourhoods where the customers live. We advise using this report directionally by reading the index values as the key measure for analysis.
%: The estimated proportion of the neighbourhoods where customers live who exhibit both behaviours.
Base Count: The total minutes spent on the selected website or app by the household population 18+ in the Benchmark who engaged in the behaviour.
Base %: The proportion of the Benchmark household population 18+ who exhibit both behaviours.
Index: A measure of comparison of the proportion of the customer neighbourhoods to the proportion of the Benchmark for the variables. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
The customers represented in this file tend to live in neighbourhoods where a well above-average proportion (index of 325) of the household population 18+ visits the Apple TV app and also shops for sporting goods/athletic wear online.
This report provides a list of variables ranked based on the estimated presence within a customer file. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. This is a customer-weighted report and thus the percentages (%) presented are estimates based on the neighbourhoods where the customers live. We advise using this report directionally by reading the index values as the key measure for analysis.
%: The estimated average number of minutes per visit day residents in the neighbourhoods where customers live engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Base %: The average number of minutes per visit day that the household population (18+) in the Benchmark engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Index: A comparison of the estimated average number of minutes per visit day of the neighbourhoods where customers live to the average number of minutes of the Benchmark for the variables. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
The customers represented in this file tend to live in neighbourhoods where an above-average proportion (index of 155) of the household population 18+ visits the Apple TV app and also shops for movies online.
This report provides a list of variables ranked based on presence within a target group. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
Count: The household population 18+ in the Target Group who engaged in the cross-tabulated behaviours.
%: The proportion of the Target Group household population 18+ who engaged in the cross-tabulated behaviours.
Base Count: The household population 18+ in the Benchmark who engaged in the cross-tabulated behaviours.
Base %: The proportion of the Benchmark household population 18+ who engaged in the cross-tabulated behaviours.
% Pen: The proportion of the Benchmark household population 18+ who are found in the Target Group who engaged in the cross-tabulated behaviours.
Index: A measure of comparison of the Target Group's proportion to the Benchmark's proportion for the variables. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
For this Target Group, 8,880 people (18+) who visit the Apple TV app also shop for building/home improvement items/tools online, which is 0.27% of the Target Group. Of all people who visit the Apple TV app and shop for building/home improvement items/tools online in the benchmark, 15.46% are found in the Target Group; this is the penetration rate. With an index of 141, people in the Target Group are 41% more likely to exhibit these two behaviours versus all of Canada.
This report provides a list of variables ranked based on presence within a target group. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
Count: The total minutes spent on the selected website or app by the household population 18+ in the Target Group who engaged in the behaviour.
%: The proportion of the total household population 18+ across all behaviours who visited the selected website or app within the Target Group.
Base Count: The total minutes spent on the selected website or app by the household population 18+ in the Benchmark who engaged in the behaviour.
Base %: The proportion of the total household population 18+ across all behaviours who visited the website or app within the Benchmark.
% Pen: The proportion of the number of minutes the household population 18+ in the Benchmark who are found in the Target Group who visited the website or app and engaged in the behaviour (Count / Base Count * 100).
Index: A measure of comparison of the proportion of the household population 18+ who engaged in the cross-tabulated behaviours within the Target Group to the proportion of the total household population 18+ who engaged in the cross-tabulated behaviours within the Benchmark. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented. (% / Base %; Values may not add up perfectly due to rounding).
In the Diverse Families Target Group, the total household population 18 years or over who most often shop for sporting goods/athletic wear online have spent 107,913 minutes on the Apple TV app within the 28-day cycle. Of all people who visit the Apple TV app and shop for sporting goods/athletic wear online in the benchmark, 42.45% are found in the Target Group; this is the penetration rate. An Index of 384 suggests that the population in the Target Group who most often shop for sporting goods/athletic wear online has a 284% higher usage time on the Apple TV app than those that do so within the Benchmark.
This report provides a list of variables ranked based on presence within a target group. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
%: The average number of minutes per visit day that the household population (18+) in the Target Group engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Base %: The average number of minutes per visit day that the household population (18+) in the Benchmark engaged in the cross-tabulated behaviours. While labelled as a %, this value is not a percentage in this report.
Index: A measure of comparison of the average number of minutes per visit day of the Target Group to the average number of minutes of the Benchmark for the variables. 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 Diverse Fit Families Target Group, the average number of minutes spent on the Apple TV app for people who purchase movies online within a 28-day cycle is 3.49 minutes. With an index of 203, people (18+) in this Target Group spend more minutes engaging in both these behaviours than people in the Canada benchmark.
This report provides two different measures for any available consumption variable. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. The base for this database is the household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
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 SG’s 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 LG’s are Young (Y), Family (F), and Mature (M).
Code: An integer assigned to each segment.
Name: Descriptive name to evoke an image of the segment.
Incidence: The number of days the website/app was visited within a 28-day cycle of when the behaviour occurred, for the household population 18+ in the segment.
Incidence %: The percentage of incidences in the segment compared to the total sum of incidences across all segments for the cross-tabulated variable. (Incidence / Total Incidences *100).
Base: The total household population 18+ within that segment who exhibit the cross-tabulated variable.
Base %: The percentage of the household population 18+ within the Benchmark who fall within the segment and exhibit the cross-tabulated variable (Base / Total Bases * 100).
% Pen: The percentage of incidences out of the total household population 18+ within the segment who exhibit the cross-tabulated variable. (Incidence / Base * 100).
Index: Measures if the household population 18+ in the segment is more or less likely to exhibit a 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. (Incidence % / Base % * 100).
Consumption: The total minutes of consumption of the website/app that occurred within a 28-day cycle of when the behaviour occurred for the household population 18+ in the segment.
Consumption %: The percentage of consumption in the segment compared to the total sum of consumption across all segments for the cross-tabulated variable. (Consumption / Total Consumption *100).
Unit/Incidence: The number of minutes consumed per incidence of consumption within that segment. (Consumption / Incidence).
Unit/Incidence Index: The rate of minutes consumed per visit day in that segment out of all segment rates of consumption per incidence. (Consumption % / Incidence % * 100).
Unit/Base: The consumption across the entire Base household population 18+ within the segment.
Unit/Base Index: The proportion of consumption within the segment out of the proportion of the Base within the segment. (Consumption % / Base % * 100).
Of the total household population 18+ within the Wealthy & Wise segment, who most often buy movie tickets online (exhibit the behaviour), there have been 378 Visit Days where the Apple TV app has been visited (Incidences of the website/app) at least once in a day, per visitor, within the 28-day cycle. Across the visit days, 1,052 minutes have been spent on the Apple TV app. A Unit/ Incidence Index of 184 suggests that the Wealthy & Wise segment is 84% more likely to have visited the Apple TV app and to most often buy movie tickets online.
This report provides two different measures for any available consumption variable. When Opticks DigitalPlus variables are used, the results are presented as a crosstab. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour listed in the table.
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 SG’s 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 LG’s are Young (Y), Family (F), and Mature (M).
Code: An integer assigned to each segment.
Name: Descriptive name to evoke an image of the segment.
Incidence: The number of visitors to the website/app within a 28-day cycle of when the behaviour occurred for the household population 18+ in the segment.
Incidence %: The percentage of incidences in the segment compared to the total sum of incidences across all segments for the cross-tabulated variable. (Incidence / Total Incidences *100).
Base: The total household population 18+ within that segment who exhibit the cross-tabulated variable.
Base %: The percentage of the household population 18+ within the Benchmark who fall within the segment and exhibit the cross-tabulated variable. (Base / Total Bases * 100).
% Pen: The percentage of incidences out of the total household population 18+ within the segment who exhibit the cross-tabulated variable. (Incidence / Base * 100).
Index: Measures if the household population 18+ in the segment is more or less likely to exhibit a 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. (Incidence % / Base % * 100).
Consumption: The visit days to the website/app that occurred within a 28-day cycle of when the behaviour occurred for the household population 18+ in the segment.
Consumption %: The percentage of consumption in the segment compared to the total sum of consumption across all segments for the cross-tabulated variable. (Consumption / Total Consumption *100).
Unit/Incidence: The number of visit days per visitor within that segment. (Consumption / Incidence).
Unit/Incidence Index: The visit days per visitor in that segment out of all segment rates of visit days per visitor. (Consumption % / Incidence % * 100).
Unit/Base: The consumption across the entire Base household population 18+ within the segment.
Unit/Base Index: The proportion of consumption within the segment out of the proportion of the Base within the segment. (Consumption % / Base % * 100).
Of the total household population 18+ within the Wealthy & Wise segment, who most often buy movie tickets online (exhibit the behaviour), there have been 190 visitors who visited the Apple TV app (Incidences of the variable) at least once a day. Across the visitors, a total of 378 visit days have been spent on the Apple TV app. A Unit/Incidence Index of 82 suggests that the Wealthy & Wise segment are 18% less likely to have visited the Apple TV app, and to most often buy movie tickets online.
Rank custom or standard areas based on a cross-tabulation of behavioural variables. The ranking provides insight into areas that are more or less likely to exhibit a certain combination of behaviours compared to the base count (total household population 18+).
Count: The household population 18+ in the listed geography who engaged in the cross-tabulated behaviours.
%: The proportion of the household population 18+ across all listed geographies who engaged in the cross-tabulated behaviours.
Base Count: The household population 18+ in the listed geography.
Base %: The proportion of the household population 18+ across all listed geographies.
% Pen: The proportion of the household population 18+ in the listed geography who engaged in the cross-tabulated behaviours.
Index: A measure of comparison of the proportion of the listed geography to the proportion of the Benchmark for the variables. 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 Whitchurch-Stouffville, of the total household population 18 years or over (41,370), 156 people visited the Apple TV app and shop for movies most often online, which makes up 0.38% (% Pen). Of all of the areas selected, Whitchurch-Stouffville makes up 1.08% of the total of people who visit Apple TV and shop for movies online. With an index of 144, the area of Whitchurch-Stouffville is more likely to exhibit these two behaviours compared to the other areas selected.
Rank levels of geography in an area based on one or more database variables. The ranking provides insight into geographies that are more or less likely to exhibit a certain behaviour compared to the base count (total population or households in the geography). When Opticks DigitalPlus variables are used, the results are presented as a cross-tabulation. The base for this database is household population 18+. The variable and measure listed at the top of the report are cross-tabulated to each behaviour.
Count: The total minutes spent engaging with the website/app by the household population 18+ in the Trade Area who engaged in the cross-tabulated behaviour.
%: The proportion of the total household population 18+ across all Trade Areas who engaged in the cross-tabulated behaviours within the specific Trade Area.
Base Count: The total household population 18+ in the Trade Area.
Base %: The proportion of the total household population 18+ across all Trade Areas who are within the specific Trade Area.
% Pen: The average minutes per household population 18+ in the Trade Area engaged in the cross-tabulated behaviour. Note that this is not a percentage (Count / Base Count).
Index: A comparison of the proportion of household population 18+ who engaged in the cross-tabulated behaviours and live in the Trade Area to the proportion of the total household population 18+ who live within the Trade Area. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented (% / Base %).
Of the household population 18+ within the Toronto Trade Area who most often buy movie tickets online (exhibit the behaviour), they have spent a total of 67,307 minutes on the Apple TV app, within a 28-day cycle. Of the total household population +18 who exhibit the cross-tabulated variable behaviour in the selected Trade Areas, 97.55% live within the Toronto Trade Area. An Index of 100 suggests that an individual within the population 18+ who exhibits the cross-tabulated variable behaviour is likely to live in the Toronto Trade Area over the other Trade Areas selected.