Discover the Demographics of Driving Customers
In assessing a site for expansion, it helps to know what kind of people live in the neighbourhood and whether they are likely to become customers. PCensus provides a way to understand the nearby population's demographic make-up. While demographic profiles are often created in a 1-, 3- or 5-mile radius, the accessability to a site by straight-line distance is often an imperfect way of understanding the draw of a site. For many businesses, customers are more likely to arrive by vehicle. The customer's interest is in the time it takes to reach that site in their car.
To see what effects road networks have on a trade market area, PCensus provides an option to view drive-time polygons for a potential site. Decision-makers may view the demographics of people who can access the site within a driveable distance measured in minutes. In this example, a 5-minute drive-time polygon has been drawn to calculate the Hispanic population that may drive to the proposed site for an ethnic foods grocery store. The demographics of this polygon can be viewed in the race and hispanic report featuring Nielsen Claritas data.
Fig 1. 5-minute drive-time in Los Angeles
