This section provides an overview of the types of reports available to you and outlines how you might use these reports to understand trade areas, find new markets, evaluate sites, and more.

Click the Reports tab to see a complete list of reports for each category and samples for each report. Some reports fall into multiple categories.

Visit the Data section to learn more about the data behind the reports.


These reports provide details about the businesses and employees in an area. You can also see daytime versus nighttime populations and vehicle traffic patterns around sites. You can create reports based on a trade area's current and potential business environment by examining existing business and services, the competitive presence, and retail activity.

You can use these reports to do the following:

  • Better understand trade areas
  • Identify potential new sites
  • Find your competitors

Data in these reports is based on traffic data from Kalibrate and business locations and business summary data from Infogroup.

Data in the Business Locations report is based on the business whose location falls within the area of study. Total Sales, Total Daytime Business Population, Total Number of Businesses, and the Daytime Business (pop)/Residential Ratio are calculated using the collection of business points that fall within the area of study.

Data in the Business Summary report is calculated using Esri's data allocation method, which uses census blocks and block groups to allocate business summary data to custom areas.

These differences in data collection can contribute to differences in the Total Businesses, Total Employees (Daytime Population), and the Employee/Residential Population Ratio when comparing the Business Summary and Business Locations reports for an area of study.

Consumer Spending

Reports in this category provide information about what consumers spend their money on (clothes, education, furnishings, and so on) by market.

Reports include the following:

  • Automotive Aftermarket Expenditures
  • Financial Expenditures
  • House and Home Expenditures
  • Household Budget Expenditures
  • Medical Expenditures
  • Retail Goods and Services Expenditures
  • Recreation Expenditures

You can use these reports to do the following:

  • Understand customers' purchasing habits, financial behaviors, and financial product and services preferences.
  • Locate sites with potential to reach the most customers.
  • Identify menu selections to match customer preferences.
  • Design effective advertising messages for preferred products.

Consumer Spending data is derived from the latest Consumer Expenditure Surveys, Bureau of Labor Statistics.

Updated annually, the data captures sales data for any census geography, ring, or polygon.

This category also includes the Retail MarketPlace Profile.

Retail MarketPlace data accurately measures retail activity by trade areas by providing a direct comparison of retail sales to consumer spending by NAICS industry classification. These classifications include Food and Drink, Automotive, Electronics and Appliances, Health and Personal Care, and more.

You can use the Retail MarketPlace Profile to do the following:

  • Capture sales data by geography, ring, or polygon.
  • Attract consumers from other areas.
  • Reveal underserved markets.
  • Learn whether your products meet consumer demand.

The Retail MarketPlace data is updated annually and can be run for any census geography, ring, or polygon.


Demographic reports provide information on population trends and changes. These include the following:

  • ACS Housing Summary
  • ACS Population Summary
  • Age by Sex Profile
  • Age by Sex by Race Profile
  • Age 50+ Profile
  • Census 2010 Summary
  • Demographic and Income Profile
  • Demographic and Income Comparison Profile
  • Detailed Age Profile
  • Disposable Income Profile
  • Executive Summary
  • Graphic Profile
  • Household Income Profile
  • Housing Profile
  • Market Profile
  • Net Worth Profile

Use demographic reports to improve forecasting and business planning. Demographic reports are based on Esri's current-year estimates and five-year projections for demographic trends.


Maps enable you to display current and potential site locations, visualize consumer patterns and trends, assess public safety by area, locate concentrations of customers, and other applications that may be hard to recognize in tabular data.

Traffic Count Profile maps contain points that identify information about the number of vehicles that cross a street location.

You can use Traffic Counts data to do the following:

  • Understand traffic patterns around a specific location.
  • Analyze existing and potential sites and territories.
  • Identify high-demand areas by traffic patterns.

Data for Traffic Counts is updated quarterly.

Site maps display a specified location and surrounding area including standard reference layers such as highways, major roads, rivers, and county boundaries.

The following sample reports are available:

  • Site Details Map
  • Site Map
  • Site Map on Satellite Imagery - 0.4 miles wide
  • Site Map on Satellite Imagery - 0.8 miles wide
  • Site Map on Satellite Imagery - 1.6 miles wide
  • Traffic Count Profile
  • Traffic Count Profile Map
  • Traffic Count Map - Close Up

You can also create and print a PDF of any color-coded map that you create using the Create PDF or image function on the tool palette or save it as a JPG image to add to a document or print at another time.

Market Potential

Reports in the Market Potential category provide information on the products and services consumers want and the civic attitudes they have. Market Potential data contains more than 2,000 items from GfK MRI consumer surveys, grouped into 35 categories of goods.

Reports include the following:

  • Electronics and Internet Marketing Potential
  • Financial Investments Market Potential
  • Health and Beauty Market Potential
  • Pets and Products Market Potential
  • Restaurant Market Potential
  • Retail Market Potential
  • Sports and Leisure Market Potential

You can use these reports to do the following:

  • Understand customer preferences.
  • Reach underserved consumers.
  • Identify the penetration of successful competitive products.

Updated annually, the Market Potential data is available for any census geography, ring, or polygon.

Tapestry Segmentation

Tapestry Segmentation from Esri provides an accurate, detailed description of America's neighborhoods. Segmentation is based on the principle that people with similar tastes and lifestyles will seek others with the same tastes, like seeks like.

The 67 market segments are combined to identify the following:

  • 14 LifeMode summary groups with similar spending habits and demographic patterns
  • 6 Urbanization summary groups with similar living conditions (for example, urban versus rural)

You can use Tapestry Segmentation to learn more about customers, such as the following:

  • Housing and family characteristics
  • Employment and education levels
  • Product and vacation preferences
  • Home values and favorite activities