The percentage of buyers a company has, compared to the total individuals, households or businesses in the area or Cluster you have selected as your market. Typically, the higher the market penetration the higher the market share and Share of Customer.
The percentage of the market owned by a company as represented by share of revenue.
The proportion of buyers on a file to the total list or to the total area. For business lists, penetration is usually analyzed by two-digit or four-digit SIC.