This page delivers traffic analytics for Rock County, Wisconsin. Our metrics are calculated with multi-sourced, cross-verified data from real-world mobile and sensor networks, and averaged for Rock County, Wisconsin among 748 road miles divided in 11,918 segments. Our metrics go beyond simple volume counts to provide actionable insights on traffic intensity, congestion, commercial vehicle flow, and network performance with highest possible granularity (average segment length is 331 ft). Whether you are evaluating a new retail location, planning logistics routes, or assessing infrastructure needs, this data helps you move from assumptions to certainty.
Data sourced from TrafficZoom's proprietary analytics platform.
The average number of vehicles that travel each day over any road in the road network.
4,173
Trucks
Trucks
The percentage of the total traffic volume composed of heavy vehicles.
12.3%
Average travel time
Average travel time
The average time of travel averaged among all vehicles traveling on the road network.
34.1 min
Congestion ratio
Congestion ratio
The rate at which the actual travel time exceeds free-flow travel time, averaged among all roads in the network.
12.2%
Drivers’ average age
Drivers’ average age
Average age of residents in the geographic areas where the vehicle trips originated.
47.6 yrs
Drivers’ average income
Drivers’ average income
Average income of residents in the geographic areas where the vehicle trips originated.
$78,084
Our data indicates an estimated average traffic volume of 4,173 vehicles per day in Rock County, Wisconsin that results in 3,531,638 vehicle-miles traveled per day (≈1.3 billion per year). The traffic stream is comprised of an average of 1 truck for every 8 vehicles. Typical time spent behind the wheel per trip is 34.1 minutes, which already accounts for delays at signals, intersections, and congestion.
Analytical insight
When compared to the Wisconsin state averages: Rock's average daily traffic volume is 10% higher than the state average - 4,173 vehicles per day against 3,802 - suggesting more traffic load per road, a critical factor for logistics and site planning. Network-wide, Rock accounts for about 2.7% of Wisconsin's statewide total, at 3,531,638 vehicle-miles traveled per day (≈1.3 billion per year). The average trip takes 34.1 minutes, 6% higher than the state level. Congestion runs 3% lower than the state level, at a ratio of 12.2% - smoother traffic flow - crucial for traffic control improvement and logistics planning. Rock carries more traffic than 85% of counties in Wisconsin. 70% of counties in Wisconsin have a shorter average travel time than Rock's 34.1 minutes.
Highway vs. Non-Highway Traffic Analysis
Highway Traffic
Traffic
Traffic
The average number of vehicles that travel each day over any road in the road network.
12,130
Trucks
Trucks
The percentage of the total traffic volume composed of heavy vehicles.
20.0%
Average travel time
Average travel time
The average time of travel averaged among all vehicles traveling on the road network.
49.7 min
Congestion ratio
Congestion ratio
The rate at which the actual travel time exceeds free-flow travel time, averaged among all roads in the network.
25.3%
Drivers’ average age
Drivers’ average age
Average age of residents in the geographic areas where the vehicle trips originated.
47.6 yrs
Drivers’ average income
Drivers’ average income
Average income of residents in the geographic areas where the vehicle trips originated.
$83,731
A significant volume of traffic in Rock County, Wisconsin utilizes the highway network. The average highway carries 12,130 vehicles per day, 212% more than the average non-highway road in the same area, which carries 3,886 vehicles per day. That average covers 109 highway road miles divided in 415 segments (average segment length 1,383 ft), together carrying 1,540,561 vehicle-miles traveled per day (≈562 million per year). 84% of counties in Wisconsin move less traffic on their highways. Trucks constitute 20.0% of highway traffic.
Analytical insight
Highway truck concentration here runs 36% higher than the state average, at 20.0% - positioning Rock as a significant freight corridor. For logistics operators, this validates the importance of highway access. Rock's highway truck share (20.0%) is higher than 93% of counties in Wisconsin. Rock's highway truck count is higher than 88% of counties in Wisconsin, at roughly 2,426 trucks per day.
Non-highway traffic
Traffic
Traffic
The average number of vehicles that travel each day over any road in the road network.
3,886
Trucks
Trucks
The percentage of the total traffic volume composed of heavy vehicles.
6.4%
Average travel time
Average travel time
The average time of travel averaged among all vehicles traveling on the road network.
33.6 min
Congestion ratio
Congestion ratio
The rate at which the actual travel time exceeds free-flow travel time, averaged among all roads in the network.
11.7%
Drivers’ average age
Drivers’ average age
Average age of residents in the geographic areas where the vehicle trips originated.
47.6 yrs
Drivers’ average income
Drivers’ average income
Average income of residents in the geographic areas where the vehicle trips originated.
$76,658
The non-highway road network in Rock County, Wisconsin supports a substantial volume of traffic. The average non-highway road carries 3,886 vehicles per day, 68% less than the average highway in the same area, which carries 12,130 vehicles per day. That average covers 639 non-highway road miles divided in 11,503 segments (average segment length 293 ft), together carrying 1,991,077 vehicle-miles traveled per day (≈727 million per year). Trucks constitute 6.4% of non-highway traffic.
Analytical insight
The concentration of trucks on non-highway roads is 68% lower than on highways. Non-highway congestion (11.7%) runs 3% lower than the state average, pointing to smoother local traffic flow. Rock's overall average travel time exceeds 70% of counties in Wisconsin. 63% of counties in Wisconsin see lower average driver income among trip origins than Rock. 18% of counties in Wisconsin have a younger driver population than Rock.
Time-of-Day & Seasonal Patterns
Peak Traffic Windows
Weekday peaks:
AM peak 7:00 AM–8:00 AM and PM peak 3:00 PM–7:00 PM, with volumes reaching approximately 74% higher than the daily average.
Weekend traffic:
Weekend volumes run about 11% below weekday levels.
Seasonal Fluctuation
Busy season:
June–August is the high season, with volumes +19% versus the annual average.
Lowest month:
January is the quietest month, with volumes -21% versus the annual average.
Analytical insight
In Rock County, Wisconsin, the peak hour concentrates about 7% of the day's traffic, and seasonal swing is pronounced at +19% in high season.
Traffic Flow Profile Comparison
Metric
Rock
Wisconsin
Average
Difference
Traffic
4,173
3,802
+9.7%
Truck % (Total Traffic)
12.3%
10.2%
+21.0%
Truck % (Highway)
20.0%
14.7%
+36.1%
Avg. Travel Time
34.1 min
32.2 min
+6.2%
Frequently Asked Questions
The average daily traffic volume is calculated at 4,173 vehicles per day, providing a baseline for daily operations and site assessment.
Rock's average travel time of 34.1 minutes is longer than 70% of counties in Wisconsin.
Approximately 29% of highway traffic and 4% of non-highway traffic consists of vehicles whose trip originates outside Rock County, Wisconsin. This indicates that a portion of highway traffic is regional pass-through, while local roads are more representative of resident and commuter activity.
Weekday peaks occur between 7:00 AM and 8:00 AM in the morning and between 3:00 PM and 7:00 PM in the evening - about 74% above the daily average.
The average travel time for drivers is 34.1 minutes, offering a standard metric for commute and delivery route planning.
Trucks account for approximately 12.3% of the total traffic mix across all road types, with a significantly higher concentration of 20.0% on highways.
Data Sources & Methodology
The data presented on this page is derived from TrafficZoom's proprietary analytics platform, which aggregates and normalizes information from multiple sources, including:
Mobile device location data (anonymized and aggregated)
