xMap data

Demographics

Demographics tells you who lives around a place or in an area: how many residents, how many men and women, and how many in each of nine age groups. It reads xMap’s population grid, small hexagons of about 0.1 km² covering about 100 countries. Put it after places to give each one the people living within the distance you pick, or after an Area of interest to get the totals for each city or area, or every hexagon for a heat map.

In the editor: Who lives in an area: the number of residents, men and women, and nine age groups, from xMap’s population grid (hexagons of about 0.1 km², about 100 countries). For each incoming place it adds the people living within a distance you pick; for the Area of interest or a point it gives the totals, or every hexagon for a map.

Settings

Where

Pick one

Uses the places that reach this block when they have a location, otherwise the Area of interest before it.

Automatic
Each incoming place
Area of interest
A point One position you type below, with the distance under Within.

Within

Pick one

The circle around each place: who lives within this distance. Each gets population, population_male and _female, age_0_9 to age_80_plus, children_0_19, adults_20_59, seniors_60_plus, their shares and people_per_km2, for a Filter or Sort after it.

500 m A short walk.
1 km A walk of about 12 minutes.
2 km
3 km
5 km
8 km The largest circle one search covers.

Point (latitude, longitude)

Text

The point to look around, as latitude, longitude.

Give back

Pick one

One item per city, area or point, with the totals.

Totals for each area
Every hexagon (about 0.1 km²)

What comes out

Each item that leaves the block carries these fields, to use in the blocks after it as {{field}}.

For each incoming place

Where is Each incoming place, or Automatic with places that have a position. The place keeps its own fields and gets these.

population: Everyone living within the distance chosen.
population_male, population_female: Men and women.
male_pct: The share of men, in %.
age_0_9, age_10_19 ... age_80_plus: Residents in each of nine age groups.
children_0_19, adults_20_59, seniors_60_plus: The same, in three groups.
children_pct, seniors_pct: Their shares, in %.
area_km2, people_per_km2: The size of the circle and how many people live per km².
population_within_km: The distance used, in km.

Totals for each area

Where is Area of interest or A point, Give back is Totals for each area. One item per city, area or point.

name: The city or area (a drawn area is Drawn area 1, 2...), or Within 1 km of the point.
population ... people_per_km2: The same fields as above, for the whole area.
hexagons: How many hexagons were added up.
lat, lng: The middle of the area.

Every hexagon

Give back is Every hexagon. One item per hexagon, up to 5,000 a run, ready for Show on a map.

h3_cell: The hexagon’s index on the H3 grid (resolution 9).
lat, lng: Its centre.
population, age_0_9 ... seniors_pct: The same counts, for this hexagon.
people_per_km2: How densely it is lived in.
area: The area it belongs to.

How to use it

Food and beverage

Who lives around new places

Map business scan finds the new cafes, Only new keeps the ones not seen before, and Demographics adds the people living within 1 km of each, so the list starts with the busiest neighbourhoods.

Banking and payments

Pick the next branch

A bank wants to compare five candidate neighbourhoods in Munich by how many adults live there before choosing where to open.

Before: The team compared sites by feel and old census tables.

With the flow: Every candidate comes back with its residents, by age, in one list.

Healthcare

Where children and seniors live

A clinic group plans paediatric and elderly care clinics and wants the neighbourhoods with the most children and the most seniors.

Each drawn district comes back as one item with children_0_19 and seniors_60_plus, so Calculated field can rank them.

Retail

Score stores by the people around them

Demographics gives every store the same numbers, so the scores compare like with like.

Real estate

A heat map of where people live

Every hexagon comes back with its centre and its people, and the map’s heat view is weighted by population.

Telecom

Coverage where people actually live

A leading telecom operator checks the population around each planned tower before it is built.

Before: Towers were ranked by area covered, not by people.

With the flow: The plan starts with the towers that reach the most residents.

Marketing agencies

Brief a campaign with real numbers

One point and a radius give the audience a campaign can reach: men and women, and every age group.

Good to know

The data is xMap’s population grid: residents per hexagon of about 0.1 km² (H3 resolution 9), covering about 100 countries. A place or area it does not cover gets 0, and the step says so.
Each incoming place: up to 200 places a run, each a circle of 500 m to 8 km. Places without a position pass through unchanged.
An area bigger than one search (about an 8 km circle) is searched in parts of about 170 km², up to 25 an area (about 4,200 km²), nearest its middle first; only hexagons inside the city, area or drawn shape are counted. A whole country is too big: draw the part you need.
Credits are per search: one for each place or point, and one for each part of a bigger area. A search that finds no population data is not charged.
Every hexagon gives up to 5,000 items a run. A map shows up to 2,000 of them, and its heat view is weighted by how many people live in each.
Counts are residents, not visitors: for people passing by, see Mobility Footfall.

Works well with

Area of interest: Sets where the flow looks: countries, cities or specific places, or areas you draw on a map.
Map business scan: Finds businesses on online maps live: name, category, rating, address, phone, website and whether it is open.
My data: Brings in a table you uploaded or a list you saved on the My data page: your stores, customers, target accounts or sites.
Sort and limit: Puts the items in order, and can keep only the first ones: the 10 best rated, the 20 nearest, the highest fit scores.
Filter: Keeps only the items that match a rule.
Show on a map: Shows the results as points on a map, with the area of interest.
xMap LLM: Tell the AI what to do in plain words.
Calculated field: Adds fields worked out from the others: a number, a text or a yes/no.

Templates that use it

New homes with no supermarket yet: New apartment buildings with no supermarket nearby, scored as places for your next store.
Who lives around new places: The new cafes in your city with the people living around each.
New businesses in my territory, researched, into HubSpot: Every new business in your territory, scored, with the decision maker, straight into HubSpot.
Meeting prep chat for reps: A chat for reps: name the business you are meeting and get a short brief with questions to ask.
Score every neighbourhood for a new branch: Every block of your city scored for a new supermarket, the 20 best on a map.
Where my rival is and I am not: Every rival branch with none of yours within 2 km, with who lives around it.
Busy stations with no convenience store: The train and metro stations with the fewest convenience stores around them, scored for a new one.
Stores competing with each other: Your stores that sit within 1 km of each other, with the people around them.
Fair franchise territories for a city: Your city shared into six fair franchise territories by where people live, with a plan for each.
Site advisor chat for the expansion team: A chat where your expansion team names any address and gets people, competitors and a verdict.
Where to open a delivery kitchen: Where to open a delivery kitchen: people per restaurant in every block of the city.
Where to open my next cafe: Areas with many residents and few cafes, scored for your next cafe.
Best neighbourhoods for families: The neighbourhoods where most children live, ranked for families by schools, playgrounds and parks.
Neighbourhood guide chat for buyers: A chat that tells buyers about any neighbourhood, like a local agent.
Neighbourhood facts and a blurb for every listing in my sheet: Add a listing to a sheet and get its neighbourhood facts and a walkability score.
Where the city is growing fastest: Where new cafes, gyms and restaurants are opening: the areas on the rise.
Neighbourhoods without a grocery store: Blocks where people live with almost no grocery store, biggest gaps first.
Best neighbourhoods to target ads around a store: The 20 blocks with the most adults around each store, for your ad targeting.
Where to put micro-fulfilment hubs: Where to put micro-fulfilment hubs: most people per warehouse first.
Incidents and the people they affect: Road incidents and how many people live around each, every morning.
Neighbourhoods far from a hospital: Neighbourhoods with no hospital within 5 km, most populated first.
Children per school, block by block: Children per school in every block of the city, the most crowded first.
New roadworks and the residents affected: New roadworks this week and the residents affected.
Demographic profile of each city: The demographic profile of each city, compared, every quarter.

And 144 more in the template gallery.

Stories with it

New stores where people reach for reading glasses (Eyewear retail)
Where Melbourne’s young families have no childcare (Urban planning)
The right hall for every free coding evening (Adult training)
Cool rooms open where Paris’s elders live (Public health)
The next clinic, where the people are (Family clinics)
Twenty new lockers, every one where people live (Parcel delivery)
A street checked in a minute, not a morning (Car sharing)
Sampling days where the young families live (Marketing agency)
Every broker’s question answered in under a minute (Property advisory)
The next contractor yard, chosen in a morning (Building supplies)
Coolers in the shops four days before the heat (Appliance manufacturing)
A fourth shop chosen without walking a street (Travel agencies)

Help articles

Ask the map a question: How many of a kind of place, how many people for each, and where the gaps are, answered on the spot.
Count what is around each of your places: Competitors, footfall magnets or services within a distance of each site.
Demographics: who lives there: Residents by sex and age around a place or in an area.
Compare sites side by side: Two or three spots measured the same way, one column each, the best of every row marked and the best site and why.
An instant site report of any spot: Paused for now while xMap improves the data behind it. Reports already made still open.
The map: everything your AI employees found: Results, Map: every result as layers on one map, with filters, a time slider, a card for each result and Compare sites.

Guides and terms

How to size a market by radius: Count every business of a type around a site, with chains, ratings and openings.
How to score candidate store sites: Compare sites on residents, competitors and neighbours, with an AI score and a reason.
Location intelligence: Using where things are, and what is around them, to make business decisions.
Catchment area: The area a store or service draws its customers from.
Drive time vs radius: Two ways to draw the area around a site, and when each is good enough.
H3 hexagons: A global grid of hexagons used to count things evenly across areas.

Industries that use it

B2B sales · Retail & franchise · Restaurants & cafes · Real estate · FMCG & distribution · Marketing & agencies · Recruiting & staffing · Logistics & delivery · Government & cities · Investors & consultants · Healthcare & pharma · Hotels & tourism · Banking & lending · Energy & EV · Construction & facilities · Telecom · Automotive & mobility · Education & training · Agriculture & food supply · Fitness, beauty & wellness · Law & professional services · Media & publishing · Events & venues · Non-profits & humanitarian · Security & emergency services · Environment & climate · E-commerce & D2C · Manufacturing & industrial · Sports clubs & leagues · Pet care & veterinary · Home services & trades · Food delivery & quick commerce · Airports & aviation · Mining, oil & gas · Public transport · Water & waste utilities · Insurance · Fishing & aquaculture

Try it

Build a flow with Demographics on the home page, no account needed, or book a call. Try it live