Learn more about these incidence metrics and when it is recommended to use each.
% Household Penetration
Definition
% Household Penetration is the percent of total US or Canadian (CA) households that match your selected criteria. For % Household Penetration, the denominator will ALWAYS be the total population (either US or Canada depending on which platform you are in).
Calculation
[# of households based on selected criteria] / [Total # of US (or CA) Households]
Examples
% of CA Households that shopped at Amazon in the latest 52 weeks
% of US Households that bought Dole bananas in March 2023
% of US Households that bought diapers 4+ times in Brick & Mortar stores in the last two years.
In Insights, we have two metrics available to understand penetration within a subset of the total population--% Relative Penetration and % Shopper Group (Observed).
% Relative Penetration
Definition
% Relative Penetration is the percent of the specified People Group that matches your selected criteria. This metric helps with understanding how specific People Groups or demographics shop products or stores relative to Total US or CA. For % Relative Penetration, the denominator will be the total number of households that fall within the People Group selected.
% of Relative Penetration is recommended when the People Group of interest is defined by demographic, geographic, or psychographic attributes.
Calculation
# of households that match the selected criteria [TCC-adjusted]/ [Total # of households in the People Group [Not TCC-adjusted, demographically weighted only]
TCC = Trendability Control Center - internal Numerator weighting/adjustment factor
Note: Since the People Group is defined by demographic attributes, the numerator is TCC-adjusted in % Relative Penetration. This allows for an apples-to-apples comparison to %Household Penetration.
Examples
% of Millennials that have bought hummus in the latest 3 months
% of TikTok users that have shopped at Ulta in the past year
% of Hispanic households in California that have purchased chips 12+ times in the latest 52 weeks.
% Shopper Group (Observed)
Definition
% of Shopper Group (Observed) is the percent of a particular People Group that matches your selected criteria. This is the number of households that match the selected purchase criteria divided by the number of households in your defined People Group. Like with % Relative Penetration, the denominator will be the total number of households that fall within the People Group selected.
% of Shopper Group (Observed) is recommended when the People Group of interest is defined by purchase behavior.
Calculation
# of households that match the selected criteria [uncalibrated, demographically weighted only]/ [Total # of households in the People Group [Not TCC-adjusted, demographically weighted only]
Note: This metric is demographically balanced and weighted to the total population and does not account for the TCC (Trendability Control Center - internal Numerator weighting/adjustment factor).
Examples
% of Body Wash Buyers that also buy Bar Soap
% of 2+ Trip Reese's Buyers that shop at Target
% of Walmart Shoppers that also shop at Publix
Watchouts
Since the numerator is not TCC-adjusted, % Shopper Group (Observed) is not comparable (apples-to-apples) to Total US household penetration.
To compare % Shopper Group (Observed), create a baseline of % Shopper Group (Observed) among All Shoppers --or another appropriate group--and index to that baseline.
Intended Use Cases
| % Household Penetration | % Relative Penetration | % Shopper Group (Observed) |
I want to look at penetration among… | Total US or Canada Households | A demographic, geographic, or psychographic People Group | A purchase behavior-defined People Group |
Examples | % of US Households % of CA Households | % of Gen Z Households % of Hispanic Households % 35+ Hispanic Midwest Households % TikTok Users | % of Body Wash Buyers that also buy Bar Soap % of 2+ Trip Reese’s Buyers that shop at particular retailers % of Walmart Shoppers that also shop at Publix |
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Last Updated 02/12/2024