Aggregate people data groups anonymized signals from many individuals into geographic profiles, residential and daytime population, audiences, and demographic context, per hex cell. Daytime population is derived from real movement, not just where people sleep, and observed segments are grounded in real behavior rather than survey panels or self-reported data.

Coverage: USA
Updated: Quarterly Refresh
Delivery: H3 Hex9* (can be rolled up to Hex8, Hex7, and Hex6)

Use Cases

• Market sizing & segmentation - Size markets and build audience segments using who's actually present in an area rather than assumed demographics. Daytime population is derived from real movement and segments are observed rather than modeled, so teams can compare markets on real audience composition and prioritize where their target consumers actually concentrate.
• Site-selection scoring - Score candidate sites and trade areas by the audience fit for a given format, price point, or category, not just population size. Daytime population, residential density, and observed segments together give a fuller picture of who a location would actually serve, which sharpens site comparisons before a real estate commitment is made.
• Expansion, whitespace & risk - Identify expansion markets and underserved areas by comparing observed population and audience composition across regions. The same data supports risk and eligibility assessments where understanding who's really in an area, day and night, matters more than static residential counts alone.

Schema