Esri U.S. Market Potential data provides details about what types of goods, services, and activities consumers use and demand. The data includes consumer attitudes on topics such as spending, health, and the environment. The database is based on survey data from MRI-Simmons and provides the expected number of consumers and a Market Potential Index (MPI) for thousands of items in the following categories:
- Automobiles & Other Vehicles
- Automotive Products & Maintenance
- Baby Products
- Books & Cards
- Beverage Consumption (Alcohol)
- Civic Activities & Political Affiliation
- Clothing & Accessories
- Convenience Stores
- Electronics
- Finances
- Garden/Lawn & Tools
- Groceries
- Grocery Shopping
- Health
- Home Improvement & Services
- Household Furnishings & Appliances
- Household Products
- Insurance
- Internet
- Leisure Activities/Lifestyle
- Media - Magazines & Newspapers
- Media - Radio & Other Audio
- Media - TV Viewing
- Media - Yellow Pages
- Personal Care Products & Services
- Pets & Products
- Phones & Service
- Psychographics & Advertising
- Psychographics & Food
- Psychographics & Lifestyle
- Psychographics & Media
- Psychographics & Shopping
- Restaurants
- Shoes
- Shopping
- Smoking
- Sports
- Toys & Games
- Travel
Vintage
Esri Market Potential data is available for:
- 2024 (in 2020 Census geography)
- 2023 (in 2020 Census geography)
Available geographies
Update frequency
Esri Market Potential data is updated annually.
Methodology
Esri uses the following methodology for Market Potential data:
- 2024 Esri Market Potential Methodology Statement; a PDF is available.
- 2023 Esri Market Potential Methodology Statement; a PDF is available.
Sample reports
The following sample Market Potential reports are available:
- Electronics and Internet Market Potential (PDF)
- Finances Market Potential (PDF)
- Health and Beauty Market Potential (PDF)
- Pets and Products Market Potential (PDF)
- Restaurant Market Potential (PDF)
- Retail Market Potential (PDF)
- Sports and Leisure Market Potential (PDF)
For more information about reports and the products that contain them, visit Esri Reports.
For information about the number of credits needed to run reports, see Credits by capability.
Release notes
View the release notes for Esri's 2024 Market Potential data in the Esri 2024 U.S. Demographics Release Notes (PDF).
Variable lists
The variable lists for Esri's Market Potential data are in the following data catalogs:
For a list of new and removed variables for the 2024 release, see the Esri U.S. June 2024 new and removed variables by dataset (XLS).
Data availability
Esri's Market Potential data is available in various products including the following:
- ArcGIS Business Analyst Web App (view a sample infographic), ArcGIS Business Analyst Pro, ArcGIS Business Analyst Enterprise, and ArcGIS Business Analyst Mobile App.
- ArcGIS Business Analyst Pro.
- ArcGIS Community Analyst
- ArcGIS for Microsoft 365—Add an information card, add a layer from ArcGIS, or run the LISTDATACOLLECTIONS function.
- ArcGIS GeoEnrichment Service.
- ArcGIS Online—Browse maps and layers, and use the Enrich Layer tool.
- Buy Esri Reports online.
For information about purchasing Esri's Market Potential data as a stand-alone dataset, contact datasales@esri.com.
Tutorials
For more information on Market Potential data, visit Get started with U.S. Updated Demographics—Part 2: Explore lifestyle, behavioral, business, and census data.
Learn how to use and interpret Market Potential data with the Use and interpret Market Potential data tutorial.
Abbreviation glossary
Abbreviations and acronyms are sometimes used to describe Market Potential variables. For clarification, use the glossary to familiarize yourself with the definitions.