Market Mapper Help
About Market Mapper
Market Mapper allows you to easily and quickly create a density map of your target customers. This will be useful in decisions around marketing efforts, where to locate a business, and estimation of market size. It uses Statistics New Zealand’s census data and allows users to describe their market of interest in terms of age, sex, ethnicity, income, family type, and household composition. The map shows where most of these types of people can be found. The map also allows users to get a demographic profile of an area via linking to ‘QuickStats’.
Market Mapper uses 2013 Census data and reflects the boundaries of that time.
Create a map of your target market
Describe the type of market you are interested in using the tabs at the top of the left panel and selecting from the drop down menus eg select families whose youngest child is aged 10-14 years.
Click Go to produce a map showing the density of your selected market in terms of numbers per square kilometre.
Zoom in on the map to see more detailed areas.
Map navigation
Zoom in and out of the map
There are three options for zooming in and out of the map:
- Double click on the map to zoom in.
- Click the plus and minus signs on the top left side of the map.
- Roll the centre mouse wheel to zoom in and out.
Move the map
Click and hold the left mouse button on the map to grab it and move your mouse to move the map around.
or
Click and hold the left mouse button over the arrows on the top left of the map to move the map around.
Turn the red information pins off/on
Click the check box above the map to turn the red pins on and off.
Find a specific location on the map – address search
Type in an address, city, suburb, or location into the search box beneath the map and press enter. The map will centre and zoom in on that location.
Get more information about an area
Get the number of your target market in an area
Hold the mouse over a red pin on the map for details of the number of people in your target market within the area represented by the pin.
View a demographic profile of an area
Hold the mouse over a red pin on the map and click on the QuickStats link within the information box.
View the data in a table
View a table of the data displayed on the map
Click the Table tab at the top of the page and search for your target market using the tabs at the top of the left hand panel and selecting options from the drop down menus.
Export table to CSV file
At the top right of the table select Download data. This option is only available in table view.
Information about the variables and census data in Market Mapper
All data
- Is from the 2013 Census of Population and Dwellings
- Has been randomly rounded to protect confidentiality. Individual figures may not add up to totals, and values for the same data may vary in different tables.
Individuals in New Zealand
- All figures are for the census usually resident population, which includes both adults and children.
- Note that total individuals in area is the census usually resident population, which includes both adults and children.
Ethnic group
- Ethnic group: Includes all of the people who stated each ethnic group, whether as their only ethnic group or as one of several ethnic groups. Where a person reported more than one ethnic group, they have been counted in each applicable group.
- All figures are for the adult census usually resident population.
Ethnic group variable description
Family income
- All figures are for families in private occupied dwellings.
- Family income is total family income and relates to the 12 months ending 31 March 2013.
Total family income variable description
Families with youngest dependent child aged
- All figures are for families with dependent children in private occupied dwellings.
- Note that total families in area and total families in NZ includes all families, not just those with dependent children in private occupied dwellings.
Dependent child variable description
Household income
- All figures are for households in private occupied dwellings.
- Household income is total household income and relates to the 12 months ending 31 March 2013.
Total household income variable description