The Demographics report was developed to help you better understand your visitors by using non-PII (non personal identifiable information) data like age and gender. This information can help you tailor your approach to marketing, the tour experience, and better equip your leasing team to engage with their prospects.
The below metrics are aggregated at the property level for those visits where the prospect went through the ID scan process.
This report is only available for those who use our Knock Tours feature on iOS.
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Age Bucket - This is a predefined range of ages with most of these buckets spanning approximately 10 years.
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Female - The total number of prospects with ID scan who have been identified as female.
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Male - The total number of prospects with ID scan who have been identified as male.
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Total - The total number of prospects regardless of gender identification. Note that the gender may be unknown.
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Female % of Total - This is the “Female” column divided by the “Total” column.
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Male % of Total - This is the “Male” column divided by the “Total” column.
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Combined % of Total - This is the “Total” column for a given age bucket divided by the “Total” column at the property level. This calculation would show you the percentage of prospects that were within a given age bracket.
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Female % of Age - This is the “Female” column for the given age bucket divided by the “Total” column at the property level.
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Male % of Age - This is the “Male” column for the given age bucket divided by the “Total” column at the property level.
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