To analyze demographics in more detail you can turn on the layer by navigating to the settings page or by selecting “b” for block groups. Then click on the blue polygon to engage the heat map.
What you are looking at now are each of the demographic block groups as defined by the U.S. Census Bureau. You can analyze each block group by scrolling over it and referring to the table on the right. The heat map functionality allows you to select a specific metric in the top left to understand the distribution of demographics within your trade area. For example, select population growth to see which area is growing the fastest.
Our demographic data comes from the American Community Survey which can be referenced by the following link https://www.census.gov/programs-surveys/acs/. The current dataset is for the year 2016, we will be updating to the 2017 dataset in September.