Understanding visitors’ demographics can help you determine which stores may be a good fit for a particular center. Factors such as household income, ethnicity, and zip codes of visitors' home and work locations help with decision-making. With a variety of filters and customizable date ranges, Placer helps you see and compare granular shifts in demographics across time periods.

You’ll be able to answer these questions after reading this article:

1. How do you view your center’s visitors’ demographics?
2. How do you view the same POI side-by-side, with different filters in place? 
3. How do you view demographic changes over time?

Get started with the following steps:

Step 1: Review visitor demographics for any Placer POI 

From the Property report page, navigate to Demographics in the left sidebar. Here you can view visitor demographics in a couple of ways:

I) Average or Median Household Income, and a breakdown of incomes into specific buckets

II) Visitor Ethnicity

Step 2: Review changes to visitor demographics over time using the Quick Compare function

‍This feature allows you to view the same POI^{Point (Location) of Interest.} side-by-side, with different filters in place. 

a. Open the Placer report for your POI, navigate to the three dots in the POI header bar, and click Quick Comparison. Immediately click Go to Report before adjusting any filters - this will open the same POI side-by-side.

Learn about Quick Comparison

b. Here, we’re looking at three different time periods, so add the same POI again by using the plus symbol, entering the location, and clicking Go.

c. From your new report view, click Add Filter. We’re looking at 2020 vs 2021 vs YTD 2022, so choose Filter per Venue on the right, and then choose the custom ranges you want to use in each case. Highlight the custom range dates and click Apply. Choose Apply again at the bottom of the section.

d. Navigate to Demographics in the left sidebar. Here you can visualize the shifts in demographics across the time periods. In this example, scroll to Household Income and see how the average income has steadily fallen over the 3-year period.