DaytimePop

DaytimePop is our authoritative estimate of the population that is reachable in any geographic area during daytime hours. The data, which consists of 10 variables, provides a breakdown of populations at home and at work, as opposed to census data that captures only an area’s nighttime population. DaytimePop is critical for strategic planners, marketers, and executives to understand the daytime demand, customer traffic, and population in their trade areas. All DaytimePop counts are based on our DemoStats and Businesses data, as well as other reliable sources.

What’s new?

The total daytime population variable is no longer based on household population and is now self-based A self-based variable is defined independently, meaning it does not roll up to a broader parent category but instead represents a complete, standalone population. Previously, the % composition values did not align with the sum of the nested variables, which could create confusion. While this structure inadvertently allowed users to quickly infer population growth or decline, it has been updated to ensure a clear and consistent variable hierarchy aligned with standard product logic.

Similarly, daytime population breakdowns (e.g., by age and place of work) are now based on their immediate parent variables rather than total daytime population. This change clarifies parent-child relationships across the data, ensuring that nested variables roll up consistently and reducing ambiguity for users.

A new Daytime Population executive report is now available in the 2025 and 2026 workspaces in new ENVISION. The report restores the functionality previously offered in the legacy ENVISION version and introduces enhancements such as a calculated daytime population change metric and visuals comparing daytime population at home versus at work.