A dividend rate, expressed as a percentage or yield, is a financial ratio that shows how much a company pays out a year in dividends relative to its stock price. The dividend rate is one of the most important measurements for shareholders as it gives insight into the expected returns on the stock. Companies have the option to pay out dividends when they generate profits, distributing part of the company’s earnings to its shareholders as a reward. The dividend rate will indicate what percentage of a company's stock price is being returned to shareholders in the form of dividends.

The tax implications of dividend payments are generally favorable to shareholders as dividends are not subject to the double taxation that applies to capital gains. Furthermore, many dividend paying stocks have outperformed non-dividend paying stocks over time. For these reasons, dividend payments are attractive for both investors and businesses.

Investors should compare the dividend rate of a company to that of its peers and its industry as a whole in order to gain a better understanding of how attractive the company is. A company with a higher dividend rate, known as a dividend aristocrat, is usually more sought after than a company with a lower dividend rate. That is because a higher dividend rate signals that the company has a track record of rewarding its shareholders as well as being financially sound.

The sustainability of a company’s dividend payment is an important factor in determining its appeal to investors. A dividend payout ratio, which is calculated by dividing the dividends paid out by the company’s net income, can be used to evaluate whether a company has the ability to sustain its dividend payments in the long run. Ideally, the dividend payout ratio should be low, meaning that the company has not over-spent on dividend payments and is still able to reinvest in its growth and long-term business objectives.

In conclusion, understanding and evaluating the dividend rate of a company can be useful for shareholders when deciding whether to buy or hold its stock. Dividends are an attractive way to reward shareholders, provide a return on their investment, and potentially increase the value of their shares over time. As dividend rates can influence investing decisions, it is important to compare the dividend rate of a company to that of its peers, industry and overall company history to evaluate the sustainability of the dividend payments.